| Titel | Base in your face |
| Agentur | Mortimer Whittaker O'Sullivan Advertising |
| Kampagne | How a red phone grew a super product into a superbrand - Direct Line |
| Werbende | The Royal Bank of Scotland |
| Marke | Direct Line |
| Posted | Dezember 2003 |
| Produkt | Home Insurance |
| Geschäftsbereich | Versicherung |
| Slogan | We deliver a replacement right to your door. |
| Ergebnis | 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. |
| Medientyp | Fernsehen |
| Länge | |
| Markt | Großbritannien |
| Planning Director | Dom Boyd |
| Werbeleiter | Jim Wallace |
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