Students in teams of up to six will be asked to create an imaginary niche marketing campaign for Direct Line's latest offering: "Named Drivers, No Claims Discount". It aims to persuade newly qualified drivers under the age of 21, driving on their parents' policies, to earn their own no claims discount.
Mike Tildesley, marketing director at Direct Line, said: "As a brand that has pioneered direct marketing, we see this competition as a real investment in the profession's future."
The competition has been created with the aim of delivering up-to-date teaching materials to the 4,574 schools that have business studies on their curriculum and generate interest in marketing as a career choice among sixth-form students.
The competition closes in April next year, with an awards ceremony planned for June 2007.
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