Línea Directa
Línea Directa, Spain's iconic insurance company, had an equally iconic brand asset: its audio logo. So we used it as the centerpiece of a campaign that showed that if Línea Directa insures everything, then it can be everywhere.
Línea Directa's high awareness failed to drive consideration and limited growth beyond car insurance. The strategy used the iconic 'tirí tirí tirí' sound logo as the campaign's core, successfully launching a new brand era.
They say advertising interrupts. So we embraced that idea, using our 'tirí tirí tirí' audio logo and our fluent device, 'El Tipo Directo' (The Direct Guy), to interrupt entertainment and advertising formats. By mimicking their native codes, we established Línea Directa's insurance as essential everywhere.
Our approach extended to radio, interrupting ads by seamlessly mimicking the format and codes used within those spots.
PS21 x Línea Directa
[x1 Shortlist Eficacia Awards 2025 | Historic peaks in brand awareness and advertising awareness]