Direct Line Fixer Listed in Campaign's 10 Most Effective Celebrity Campaigns

Saatchi & Saatchi London’s “Fixer” campaign for Direct Line, has been included in Campaign Magazine’s Top 10 Most Effective Celebrity Campaigns.

The idea for The Fixer was born in 2013, out of research that told Direct Line that when things go wrong, people want an insurance provider who will get the problem fixed as quickly as possible. To fix the nation’s problems, Saatchi & Saatchi and Direct Line recruited Tarantino’s world-famous character from Pulp Fiction, Harvey Keitel’s Winston Wolf, to play The Fixer.        

Since 2013, there have been numerous executions of “The Fixer” campaigns, including Roger, Hens  and Cocoa.

Over the course of Saatchi & Saatchi’s partnership with Direct Line, declining quote volumes have been reversed completely, with a 53% increase in quotes for motor insurance and a 26% rise in quotes for home insurance.

The Fixer campaign has been widely awarded at prestigious creative award ceremonies including Cannes, with Direct Line also winning a Gold IPA Effectiveness award in 2016.

Campaign’s Top 10 is part of a celebration of Campaign Magazine’s 50th birthday this year.


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