Responsible Parents, a repositioning campaign for Direct Seguros.
Direct Seguros’ new campaign is aimed at mothers and fathers who from the moment they become parents become more responsible and better drivers.
“When you’re a parent you become …” is the tagline of this campaign, that shows how mums and dads suddenly become ninjas, zombies, language experts, biological warfare experts and art critics.
This group of drivers are, statistically, the ones who have the lowest level of claims and thus are the most interesting clients for an insurance company.
This strategy, a joint effort between Direct Seguros and El Laboratorio, is the backbone of a brand communication in all media and always under the umbrella of the concept of “If you don’t understand it, it’s not Direct”.