WINNER: The Fixer for Direct Line by Saatchi & Saatchi, Mediacom and Unity
Direct Line introduced an eyebrow-raising brand identity, personified by Winston Wolf – the "Fixer", supported by a social media strategy.
The work included a unique Fixology hub on The Guardian website, featuring on-trend content and celebrity-presented videos, which were promoted and shared via Facebook, YouTube, Vine, Twitter and BuzzFeed.
On Twitter, the #everydayfix campaign targeted users facing everyday problems (like forgotten lunches) and then solving them with real or virtual fixes.
Loving this from , tweeted that I need coffee and they brought to the office!
— Steven Murgatroyd (@steve_murg)
The campaign reached its peak during the July 2015 London tube strikes, when the social team responded to online activity to rescue stranded commuters (eg sending out "anti-stress" packs).
The social activity gathered close to 700k impressions and was repeated for the second tube strike in August.