To a politonus, Isabel Pantoja and Mauricio Colmenero, the character of the television series “Aída”. To all of them the Onomatopeya “Tirí Tirí Tirí” that during the last days it has been shown as part of an advertising canvas located in the surroundings of the Puerta de Alcalá, in Madrid. However, the brand behind creativity is the insurer Direct line.

In large white letters on a striking red background lucia the expression that alluded to the phonotype that has identified the company for years. In addition, the question was accompanied “Does it sound to you?” The piece is part of the advertising campaign devised by the Creative Agency PS21 on the occasion of the celebration of the 30th anniversary of the brand.

However, a large majority of consumers have not been able to associate the aforementioned sound with direct line. Instead, they have especially linked it to the character of the popular television serieswhich is also preparing its return to the film in the form of a film, under the title “Aída y Vuelta”, with almost all members of the original cast.

“Today we have revealed the famous canvas that had a few in suspense. And no, it has nothing to do with Mauricio Colmenero, or with the next premiere of Aída. Sorry … but this campaign is only direct line. Because it is full of messages that tell what we are, and what we offer”; Susana Gimeno, brand director and advertising of direct insurance line, through LinkedIn, has commented on this. “I hope you like it as much as me. And of course, it works very well!”

In a statement, the company ensures that the campaign is Based on the iconicity of the brandwhich has been built over the years through elements such as the aforementioned phonotype or the emblematic red telephone that is part of its logo. They are symbols that, he explains, have made one of the brands “of greater advertising notoriety of the Spanish insurance market“. It also points out that your sound identity is”One of the most recognized in Spain”

The canvas, which was deployed on February 14, constituted the teaser of the campaign, seeking to appeal to memory, capture attention, and generate expectation and conversation. It has also had activations in mass media (radio, television and digital media) and several influencers and content creators have been attended.
Media planning has worked together with Havas Media Spain.

Yesterday, February 19, the brand has claimed creativity and initiated the second phase of the campaign, whose ads and pieces have added its name and logo.

In addition, the campaign message evolves to “I pulled pulled. It sounds to you, sure. What does not sound so much is everything we say”, And other iterations.

Thus, the different external advertising graphs highlight the Product catalog direct line and focus on their various insurance: for individuals, autonomous and SMEs and car policies, motorcycles, professional vehicles, home, health, pets, personal mobility vehicles and protection against the occupation of the house.

The objective of the campaign, as the company explains, is “enhance the consideration of the brand based on the positioning achieved by the sound logo of the direct line in the collective imaginary” It also seeks to strengthen knowledge of the Multiproduct offer, quality of service and competitive prices.

A new communication stage

The campaign is the first one made by PS21 for the brand, after it began working for her last December, taking over Sioux & Cyranos. Supposes the beginning of a New communication stageas Antonio Valo, director of Marketing Direct Line Insurance, has transferred in a statement.

“We begin a new communicative stage in which we want to promote both our leading brand, which for direct line is a strategic asset for its enormous iconicity and the high recognition that has reached for quality, price and leadership, as well as our value proposition , with which we want to be the reference insurer of individuals, autonomous and SMEs ”he pointed out.

In addition, the company has taken the opportunity of its 30th anniversary to Update your logo. He points out that he has sought simplicity and balance, so he maintains the red phone as a central element and the name of the brand with equal typography, but dispenses with the computer mouse that was added in 2006 to refer to the digital dimension, which now now They consider implicit.