Direct Line has teamed up with KISS as headline sponsors for the KISS Haunted House Party.
The deal will see Direct Link bring their ‘Survive the Horror’ campaign to life across the KISS Network to connect with a 17-34 year old audience.
And in a partnership with Twitter, KISS will also produce exclusive video content from the event which returns to The SSE Arena, Wembley on Friday 25th October, with performances from Stormzy, Sean Paul, Young T and Bugsey, Anne-Marie, Liam Payne, Jax Jones, Aitch and Majestic.
The high impact on-air, online, social and event campaign for Direct Line uses the “real life horror stories” creative aiming to position it as the brand that helps young people by alleviating the anxieties they face as they make mistakes and may require insurance to help them.
The campaign will promote that growing up is messing up but Direct Line is there to help by including targeted messaging on “real life horrors” that are common with youth audiences including cracked phones or reversing a car into a bollard.
Commenting on the partnership, Simon Kilby Chief Revenue Officer Bauer Media said: “KISS Haunted House Party is the biggest Halloween party in the UK and this partnership seamlessly connects Direct Line with KISS’ valuable youth audience who are increasingly seeking options to protect them from life’s ‘horrors’ in a context-rich environment, powered by our world-class programming.”
“Our audience are at a time when they want to maximise their personal freedom and decision-making. However, this comes with worry about things going wrong,” Rachael Lynch, Brand Activation Manager at Direct Line, said.
“We’ve tried to find entertaining ways to show how our promise is relevant in their lives and this partnership with KISS allows us to connect to this audience through a brand they know and trust. Nobody‘s perfect: at some point, we all mess up – but Direct Line understands and is there to help.”
The campaign is a direct partnership with Direct Line and Bauer Media and is running until 25th October.
Activity includes: headline sponsorship of KISS Haunted House Party with co-branded event assets across on-air, online and social; spotlights directing audiences to online creative page to submit their Real Life Horror Stories and on-air promotions on KISS’ mid-morning show with Andrea.