PRWeek UK Awards Winners 2016: Best Integrated Campaign

#directfix by Unity for Direct Line used 'listen-and-respond' social-media techniques to deliver real-life fixes, winning in a category sponsored by TNR.

Unity’s ‘#directfix’ campaign for Direct Line gave the insurance company a rare gift – fans, in addition to customers – and led to a mass reappraisal of the brand.

The campaign broke new ground in PR by using innovative ‘listen-and-respond’ social-media techniques to then deliver fixes to real-life problems. This helped create content with enviable engagement rates for the insurance market.

The ‘fixes’ contributed to the insurance company’s results and put it firmly back on track a year ahead of schedule.

Judges’ comment

A great way to step change the brand in a highly commoditised market


Highly Commended

Messy Adventures – Golin for Persil

Finalists 

Search for the Milk Tray Man – Golin for Cadbury

King’s Cross – creating an iconic destination – London Communications Agency for Argent, 

King’s Cross

Missing Type – MHP Communications/Engine for NHS Blood and Transplant

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