DMA Breakthrough Award winner 2019
Direct line called for a multi-channel campaign for their pet insurance, highlighting the benefit of a free Pawsquad subscription that comes free with any policy. Pawsquad allows pet owners to speak to a vet over instant message, video chat or the phone at any time.
Through our research we found that Pet owners main considerations when buying Pet insurance were cost or a policy that would be less drama. We zeroed in on this idea for our campaign
We would invite pet owners to share their most dramatic pet stories. The best ones would receive a free pet portrait.
We would put cutouts inviting pet owners to take photos of their pets and share them online. We would also tagret dog shows and areas with high concentrations of pet owners with pop up stalls inviting people to take photos of their pets on stage.