DL for Business

Our work

Background: Research showed that up to 40% of landlords didn’t know they need specific landlord insurance for rental properties. And this represented a fantastic opportunity to establish Direct Line for Business – the leading name in business insurance – as the country’s leading provider of landlord insurance.
What we did: For maximum stand out, we created a DRTV campaign fronted by the oracle of all things property, Sarah Beeney. TV provided the necessary maximum exposure, and because of their ties to the broker channel, other leading insurers would not be able to use it.
How we did it: Because education was key, our message needed to be delivered in a simple and straightforward manner – we didn’t want to alarm the audience in any way. So we featured clear visual cues to the landlord market, and had Sarah Beeney do her stuff, in her trademark forthright and to-the-point manner.
Results: We achieved almost instant success, with quotes 25% over target in its first month of airing, and at just 61% of the target cost-per-sale. In all, over 50,000 sales were delivered, and the ad has also helped grow the category with searches for ‘landlord insurance’ up by 30% year-on-year since launch.

With five new business products to launch we really wanted to build awareness and uptake from our relevant existing and prospective customers. Geronimo devised a strategically integrated campaign that made sure our expertise and offering was communicated clearly and effectively to the right target audience.
Victoria Burt Head of Marketing