Direct Line and Channel 4 have teamed up for an exclusive sponsorship deal. The deal will see the insurance company sponsor all films on Channel 4, E4, More 4 and Film4 up to 9pm. Covering 2000 films, the idents will appear around a series of films. These include premieres of T2 Trainspotting and classics such as Home Alone, Mrs Doubtfire and Men in Black.
Saatchi & Saatchi London have designed the ads showing Direct Line call centre staff dealing with extreme insurance claims inspired by incidents that happen in the popular films. Also working on the project is award-winning director Daniel Kleinman, most well known for his work designing title sequences for James Bond films.
Brands Director for Direct Line Group, Kerry Chilvers says, ”We’re always looking for innovative ways to reach new audiences, and showcase just how good we are at fixing customer problems. Our customer service teams are our front-line fixers, so it is fantastic to put the spotlight on them in this campaign. TV has been hugely successful for us in driving both awareness and consideration, and with this partnership with Channel 4 we’re looking to take things up another gear. “