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It was a result, alright. Namely the most successful radio campaign Direct Line has ever produced. |
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We created our campaign around the beautiful game, and aired it on Talk Sport. We wrote five 30-second commercials, each one featuring a tradesman – carpenter, painter, gardener etc. – on the job, overlaid by the kind of commentary that wouldn’t sound out-of-place on Sky on Saturday afternoon. |
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Tradesmen are time poor and prefer not to get involved with the tedious aspects of their business. This includes their insurance. They all know they need it, but have very little interest in it. They’re also notoriously difficult to talk to, as they’re always either at work, or in the van. So, how do we talk to them about insurance? Speaking their language would be a good start … |
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Radio is a great medium to catch the attention of tradesmen. Let’s face it, they never have it off. And nine times out of ten they’ll be listening to sport. However, unlike their sporting heroes, their talents with a paintbrush, a trowel or a counter-saw more often than not go completely unsung. So we gave these white van heroes their own celebratory campaign. |
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