Insurance firm Direct Line has recruited leading content creators Chris Taylor and Sophie Craig for its latest social media campaign, in the hopes of increasing brand awareness among the under-35s.
Created by London agency Saatchi & Saatchi, the playful creative toys with the ‘alibi’ concept – with both creators challenged to use ‘everyone knows Direct Line aren’t on comparison sites’ in a series of humorous vignettes as the ‘world’s worst alibi’.
Six pieces of content were distributed to a combined social media audience of over 2 million, featuring friends and relatives of the creators being caught in compromising situations before claiming to be browsing for Direct Line quotes via comparison sites.
“We wanted to engage under-35s in a fun and playful way, working with content creators to do this was a natural fit,” Direct Line marketing director, Wendy Moores said.
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“Fun and car insurance aren’t two things you’d usually put together but looking to social as a platform offered a more informal way to get our message across. We are constantly innovating as a brand and that includes how we create and promote content.”
Launched last week, the native campaign is currently running across TikTok, Instagram and YouTube.
Saatchi & Saatchi chief creative officer, Franki Goodwin added: “It’s fun (if a bit terrifying) to hand over your campaign idea to creators and influencers to make their own, but it’s been a brilliant experience discovering their brilliant interpretation of ‘Alibi’.
“It is a classic advertising idea executed in a modern way to resonate with an acknowledged hard to reach audience.”
