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


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

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.