HUGELY SUCCESSFUL ‘WE’RE ON IT’ CAMPAIGN WINS PRESTIGIOUS GRAND PRIX AWARD

Written By huglondon

Last week Saatchi & Saatchi London and Direct Line Group took home Marketing Week’s Grand Prix award for the 'We're On It' campaign' starring Donatello from the Teenage Ninja Mutant Turtles, Bumblebee from Transformers, and RoboCop.

Direct Line launched ‘We’re On It’ in March 2020, replacing its highly effective ‘Fixer’ campaign with Harvey Keitel’s character from Pulp Fiction, Winston Wolfe. The award-winning campaign ran for over five years.

According to Marketing Week, ditching the much-loved ‘Fixer’ campaign was a risk that Direct Line did not expect to pay off as quickly as it did. Marketing Week, who awarded Saatchi & Saatchi London and Direct Line Group with the Grand Prix award commented:

“Overnight, ‘We’re On It’ exceeded expectations and performed well across every possible metric, including advertising, brand and trading performance. Even the Fixer had taken almost a year to work to its full strength – and without the added challenge of the pandemic.”

The following results made available by Marketing Week clearly demonstrate just how effective using famous fictional characters in advertising can be:

  • Since the new campaign, brand TV has been around 20% more effective at driving quotes and sales than the Fixer

  • Short-term ROI has improved by 4%

  • Advertising recognition for ‘We’re On It’ is significantly higher than the Kantar average of 33%, with Bumblebee scoring 62%, Robocop 55% and Donatello 53%

  • Among small business audiences…

    • …the campaign has lifted spontaneous awareness by six points and first choice consideration by two points

    • …the score for ‘are best at solving problems’ has risen by 3.8 points

    • …the score for ‘are best at solving problems’ has risen by 3.8 points

    • …and the score for ‘will sort out claims more efficiently than any other insurance providers’ has risen by 4.2 points.

Click here to read the full article by Marketing Week.

View RoboCop Case Study >

View Donatello Case Study >

View Bumblebee Case Study >

 

FEATURED NEWS >

huglondon

We build brands that matter. With over 80 businesses started every hour, yours needs to stand out. (hug) was founded to give passionate and ambitious businesses owners a competitive advantage in today’s crowded market.

http://www.huglondon.com
Previous

Uber get dressed up for ‘famous rides’ Halloween campaign
Next

NEW WORK SEES THE RETURN OF THE TEENAGE MUTANT NINJA TURTLES FOR DIRECT LINE