In March 2020, top UK insurance brand Direct Line went ahead with a planned reboot of its successful brand. With a continued focus on the messaging of the brand as “fixers”, the character of Winston Wolf was replaced with a group of superheroes. Host Will Francis quizzes Mark Evans on their decision to change something that already worked, and how it panned out during a pandemic. They also look at why brand is so central to everything you do online and how it is perceived by your public, stakeholders, and your employees.
Mark Evans is Director of Marketing and Digital at Direct Line Group and runs his own podcast, The Places We’ll Go Show.
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Tell us about the campaign, and what you were aiming to achieve? 1:25
Did COVID-19 prevent you from launching the campaign? 5:00
How important is creativity? 6:33
Was there an insight you were given that allowed you to build a creative strategy? 8:25
How did COVID affect the campaign? 9:50
How did you bring this campaign to digital channels like PPC? 12:33
How do you measure the success of a campaign? 14:25
How do you pre-test a campaign? 16:17
How does the brain work? 18:25
The importance of psychology 21:00
Did you use any new platforms or technology with this campaign? 22:55
The importance of internal communication 24:25
How do you overcome the challenges of your sector? 29:45
Is there a part of the population that brand marketing will never work on? 32:25
What advice would you give to people who are looking to develop a digital brand? 37:00
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