Dodge the drama won the DMA Gold Breakthrough Award 2019.
Direct Line Pet Insurance
Build awareness and excitement around Direct Line pet insurance and ensure owners consider the brand.
From research it was discovered that a main consideration when buying insurance was how 'drama free' the policy was.
Out the box idea
Having a pet can be a fuss, but pet owners are often the ones causing the drama. We leaned into this simple truth and showed that owners can minimise the theatrics with Direct Line.
Direct mail was a main requirement of the campaign.
Answer: Pop up theatres
Radio: Turn it up. Or down.
Email: Has thy pet had some problems?
Appeal for pet owners most dramatic pet stories. The funniest receive their very own pet portrait.
Real-life, high 'drama' owner situations.
Ambient: How to appeal to owners in their everyday lives?
Pop up cut out posters and a pet Snapchat filter to encourage an online photo frenzy.
Pop up theatres up and down the UK at pet shows gives an opportunity to pitch the the insurance policy to a high number of guaranteed owners.