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The Genuine Index: Direct Line's spotlight on vans

Campaign description.

Insurance provider Direct Line partnered with creative agency Saatchi & Saatchi to create a campaign exploring the vulnerability of tradespeople and their vehicles to theft.

Research was commissioned by Direct Line to uncover how tool theft impacts tradespeople. A van was also transformed into a makeshift office, to show how work vans are not being legally treated in the same way as other places of work.


Collectively we felt that the campaign was able to highlight a real issue that impacts smaller businesses in the trades industry, and to champion the tradespeople who work incredibly hard, but face unfortunate shortcomings due to tool theft.

However, we think they could have gone a bit bigger, and this campaign seemed to garner little media traffic. An amnesty could have been created by Direct Line for stolen tools, or just a larger series of activations across the country for a stronger call to action. Rather than just offering initial tips and insurance for vans and tools, a stronger rapport could have been built with further case studies.

Rating*: 3.4

The Genuine Index Series 2 - 2023

Arsenal’s No More Red = 7.33

People Like Us Are Working = 6.7

Peugeot’s Girls Like Cars Too = -3.5

Trainline’s Waterloo takeover = 1.8

Sky's Footprint Fund = 1.6

Dove's injectable billboard = 0.16

Direct Line's spotlight on vans = 3.4

* -10.0 (Total BS & Corporate Wash) - 10.0 (Totally Genuine).

Our scores are an average of individual panel members’ individual scores.


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