Direct Line is one of the UK’s leading insurers. Their research showed that their customers often felt unappreciated and had no real connection with them. So Direct Line wanted a way to thank their customers for choosing them, and to reward customers for as long as they stay with them.
Direct Line wanted to build long-term relationships with their customers to prevent them being lured away by cheap insurers through cost comparison sites. So they wanted to give something back and reward customers for staying with them.
A programme was developed to offer customers discount vouchers to access leisure activities and days out with their families and friends.
We were engaged to develop the marketing strategy, naming and creation of a strong identity that not only has stand-out but works well with the Direct Line brand.
We worked with them to create the name – Let’s Go – which encapsulates the programme’s USP (there’s always a local offer). The identity includes a map pin device which again immediately focuses on location.
We built a responsive, easy-to-use portal which needed to be robust in order to allow 1.3 million customers to login and register. Usability is key, allowing visitors to filter and select from over 6,000 offers.
A social community is also being built around the programme to aid acceleration.