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CAMPAIGN NEWS: Direct Line targets SMEs with the help of Tommy Walsh

 

 Presenter Tommy Walsh is the
face of 'Direct Line for Business'

 

 

The award winning ‘Direct Line for Business' campaign has just received a new push from the insurance company, including a TV commercial ready for broadcast later in the year.

The campaign is targeting van insurance for SMEs and combines DM, digital, TV and radio. Ground Force presenter Tommy Walsh was chosen as the face of the campaign because it was thought he would be "someone who would prick up the ears of small business owners and reflect the brand values of honest and straight talking."

Communications agency Geronimo worked with Direct Line to create a communication model for van insurance that could be adopted for all other core products. Despite lowering budgets Direct Line still opted to produce several, notoriously expensive, TV adverts.

The agency said it was tasked with making all elements of the campaign work hard, but especially the key quote generating media, most notably TV. The adverts for last year's campaign helped to deliver quote volumes that were 85 per cent above target. Direct Line is hoping for similar results this time around.