Direct Line launches Halloween campaign

Direct Line have launched a new campaign to coincide with Halloween targeting first-time insurance buyers.

The seemingly ordinary story of an incident in a car has been turned into a short horror film, directed by Alice Lowe with Saatchi & Saatchi. With dramatic cinematography, music, and lighting the effect is a Halloween inspired insurance horror story.

The advert and other indents in the ‘Survive the Horror’ campaign will be shown in cinemas around Halloween films, featuring other horror stories such as broken laptops and mobile phones aiming to target 17 to 34-year-olds.

Franki Goodwin, creative director, Saatchi & Saatchi London said, “The true horrors of growing up and being responsible are at their most visceral when something goes wrong.

“We’ve tapped into a genre most popular with our audience to create a campaign that is as resonant as it is entertaining.”

“Our audience are at a time when they want to maximise their personal freedom and decision making, however, this comes with worry about things going wrong,” says Rachael Lynch, brand activation manager at Direct Line.

“We’ve tried to find entertaining ways to show how Direct Line’s promise is relevant in their lives. Nobody‘s perfect: at some point we all mess up, but Direct Line understands and is there to help.”