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