Moving on from ‘The Fixer’: Why Direct Line got rid of its ‘hugely successful’ campaign
The insurance brand has retired Winston ‘The Wolf’ Wolfe despite its “spectacular” commercial success as it looks to refocus on its brand and building brand salience.
By Sarah Vizard
Direct Line is retiring its marketing campaign ‘The Fixer’ despite it still being “hugely successful”, as it puts a focus on the future and building salience around its brand.
The new campaign, called ‘We’re on it’, continues the idea of Direct Line fixing issues. However, rather than demonstrating how it can react to problems, the campaign aims to show the insurer as more proactive.
It features three characters – Bumblebee from Transformers, Teenage Mutant Ninja Turtle Donatello and RoboCop – showing them being beaten by Direct Line in an emergency situation including a car accident and office break-in. More than a year in development, it brings together all Direct Line’s products for the first time and is built on the insight that no matter the type of customer, people want their insurance company to seek out and solve problems.
Speaking to Marketing Week, Direct Line’s head of marketing Wendy Moores says: “The Fixer has been brilliant at demonstrating how we’re on it and can react to problems. But we wanted to make sure we were expanding the idea of fixing beyond reacting in the moment to seeking out and solving problems, and being much more proactive about doing that.”
