Highly engaging sponsorship credits showed Direct Line's red phone coming to the rescue and sorting out problems in a house. The red phone is a well recognised brand icon, so we felt it was essential that it should appear from the first second of the credits to maximise Direct Line branding in the short time lengths we had available.

The sponsorship has not only increased brand awareness and consideration, but has also proved that sponsorship can be a response generating medium–it has accounted for a large percentage of 2004's sales. Spontaneous awareness of Direct Line Home Insurance: Pre-stage (Viewers):30%.Mid stage (Viewers):44%.