Solving everyday problems with the ultimate fixer. Pulp Fiction's Winston Wolf
Direct Line was getting lost in the noise amongst countless insurance brands and price comparison sites that all traded on being cheapest.
In a category increasingly competing on price
The basic purpose of insurance is to fix problems. You hope you won’t need to use it. But if the moment comes, you need it to deliver.
The campaign helped Re-position the brand as the ultimate insurance performance product fronted by the ultimate fixer, Pulp Fiction’s Winston Wolf: "Gotta Problem? Direct Line will fix it".
Four pre-roll ads were created that targeted some of the most popular ‘How To’ Search queries on YouTube.
People trying to solve everyday problems by searching YouTube for videos like ‘How to clean a red wine stain’, ‘Hang a picture’ or ‘Iron a shirt’, were surprised with targeted pre-roll ads where Winston Wolf and his ‘associate’ Billy, directly answered their search queries and helped solve their problems Pulp Fiction style.
well above industry standards. The digital campaign was chosen as a “best-in-class’ success story by YouTube Works.
A standout piece of digital work