标题 | New Man |
广告公司 | Mortimer Whittaker O'Sullivan Advertising |
广告战役 | How a red phone grew a super product into a superbrand - Direct Line |
广告主 | The Royal Bank of Scotland |
品牌 | Direct Line |
Posted | 12月 2003 |
产品 | Motor Insurance |
行业领域 | 保险 |
结果 | Direct Line has grown from a low cost motor insurer into a superbrand with nine separate businesses and £355m profit, thanks to its famous Red Phone Advertising. By creating a disproportionately high level of customer demand and loyalty, it has generated economies of scale creating the highest margins in the entire UK insurance industry. This has created a minimum additional profit of £1 billion since 1990 every £1 spent delivers over £4 profit. |
媒体类别 | 电视 |
长度 | |
市场 | 英国 |
Planning Director | Dom Boyd |
广告经理 | Jim Wallace |