Lansons

direct-line

CASE STUDY

DIRECT LINE GROUP

Image by Jonathan Kos-Read

Challenge

Helping Direct Line Group engage on young drivers and telematics

Advice

Lansons had advised the business since 2007 on public policy issues. The transition out of RBS Group enabled Direct Line to take a stronger view on the issue of young drivers. Lansons advised that as the debate was wide

with no real ownership, one way forward was to bring parties together to debate how best to address practical issues for younger drivers, including the emerging ‘solution’ around telematics.

Ideas

We suggested DLG host a roundtable debate with the Minister at DfT, Opposition MPs, charities like BRAKE, the Police, and other road safety campaigners. The panel debate with invited audience was chaired by industry

commentator Quentin Wilson, and featured the Minister and DLG engaging on the subject. Specific DLG collateral was produced for the event for all guests.

Results

The debate was a success in positioning DLG with key audiences as the progressive voice for the young motorist. The Minister saw the business separately as a result, and a DLG Exec also gave evidence to a Select 

Committee subsequently. The success of the first event in bringing together interested parties led to a second event a year on with similar participants.

Enabling the business to demonstrate thought leadership on a major industry issue

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