PRWeek UK Awards Winners 2016: Financial Services

Unity pulled off a masterstroke when it signed up Stuart Pearce to help 'England's worst football team' in Direct Line's 'Football Fix' campaign. The award sponsor is Kantar Media.

As evidenced by having a second campaign – #merryfixmas – recognised as a finalist, Unity is clearly doing something right with its work on Direct Line’s ‘fixer’ proposition.

The agency identified its latest opportunity in January 2015, when Longford AFC was labelled England’s worst football club by the media, having lost every single game that season, conceding 180 goals. As Unity put it, "something was broken; something could be fixed".

The campaign kicked off two weeks later when Longford struck a ‘deal’ for a new left back. The signing was England legend Stuart Pearce, drafted in to fix Longford’s morale: ‘media gold’.

To launch the fix, Pearce was unveiled in front of the press just before the transfer window closed. He then led a training session before making his much-anticipated debut in front of a record crowd. A mere 1-0 defeat ("still, an improvement") lifted the team’s confidence and morale while generating positive media coverage, social sentiment and inspiring a hero film telling the story of Direct Line’s
‘fixing’ prowess.

Post-campaign analysis revealed a positive shift in attitude towards the brand, and the judges purred over the execution of a "brilliant", "clever", "creative" and "original" idea that "brought the brand to life".

Judges’ comment

Really striking campaign that delivered clearly against objectives and had attention to detail




Highly Commended

52 weeks of Worldpay – Golin for Worldpay

Finalists

Barclays Premier League 2015/16 Trophy Presentation – HSE Cake for Barclays

MasterCard Rugby World Cup 2015 – Synergy PR for MasterCard

#merryfixmas – Unity for Direct Line

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