Insurance firm Direct Line has relaunched its iconic sonic identity for the first time in over a decade, showcasing both a new sonic logo and hero brand anthem.
Working in partnership with sonic branding agency DLMDD and Saatchi & Saatchi, Direct Line is bringing back its distinctive jingle, ‘The Bugle’, for the first time in over a decade.
Widely regarded as one of the most famous sounds in UK advertising, the project was underpinned by the insight from sonic testing company SoundOut that revealed that despite being off-air for over 10 years, 43 per cent of British consumers were familiar with the insurance firm’s sonic identity – with this number rising to 62% among the over-30s.
“Direct Line has always stood at the forefront of innovation and customer-centricity. Our work for the brand was designed to capture the essence of trust, reliability, and seamless experience that Direct Line offers. The sonic elements we’ve developed are not just mere sounds; they are the auditory embodiment of Direct Line’s values,” DLMDD co-founder, Sascha Darroch-Davies said.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest marketing news sent straight to your inbox each morning
“With every sonic touchpoint, from advertising to customer interactions, we’ve reinforced Direct Line’s unique identity, helping to foster a deeper emotional connection. This collaboration exemplifies the power of sound in shaping brand perception.”
Created by music producing duo Lank & Tank, the new sonic logo will be rolled out across all audio-centric brand touchpoints including TV, radio and customer call centres.
Direct Line senior brand marketer, Jess Ringshall added: “The relaunch of our iconic Bugle marks a new era for Direct Line’s marketing strategy, where we’re making sound an integral part of our branding.
“The sonic elements DLMDD have composed embody our brand’s personality and values, enriching our customer’s experience with a new bold and memorable audio identity. We’re proud to be sharing a modern version of one of advertisings most memorable lifelong jingles and hope our customers enjoy it just as much as we do.”
