Direct Line is set to relaunch its iconic sound identity after working with creative sound branding agency DLMDD and Saatchi & Saatchi.
The sound, referred to as “The bugle” throughout its time, has not been heard in the insurance provider’s advertising for more than 10 years and is set to launch with a TV ad within the next few weeks.
The return follows research by The Ehrenberg Bass Institute for Marketing Science and SoundOut on behalf of Direct Line. It found that 43% of British consumers were familiar with the sonic logo.
“ We’re proud to be sharing a modern version of one of advertising's most memorable lifelong jingles. ”
Lucy Mildwater
Senior Brand Marketer, Direct Line
