25% of Brits don't have contents cover. Because they just don't think their stuff is worth enough.

Our challenge was to make people realise the value of their stuff.
So they'd realise the value of contents insurance.
When do we really notice the value of our things? When do we feel extra protective of our stuff? 

When they are brand new. So we leant into Black Friday, using it to leverage that connection
and get people to consider insuring their new stuff. 

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We created Red Saturday - the day Black Friday never knew it needed. 

An entire day dedicated to insuring your Black Friday Bargains
with Direct Line.