Direct Line – Fixology

Guardian Labs and Direct Line partner to offer advice on everyday problems relating to motors, travel, home, food and pets.

Brand: Direct Line

Agency: MediaCom

Media: Print and online

Date: September 2014 – January 2015


  • The activity sees experts – or 'fixologists' – provide advice on a range of topics. Fixologists include John Waite, winner of 2012's Great British Bake Off, and travel expert Tom Hall
  • Content is hosted on a microsite linked to the Guardian's website, while double-page spreads feature in the Guardian's Weekend magazine and 'how to' videos are available on YouTube
  • Live Q&A sessions also contribute to the partnership

Anna Watkins, Guardian Labs' managing director, said: "This is a fantastic collaboration between Direct Line, MediaCom and Guardian Labs that puts readers at the heart of the campaign.

"It offers a great opportunity for people to interact with experts and gain practical advice for their day-to-day lives. I'm incredibly excited to see this idea come to life through Guardian Labs."

This idea has been developed together and will enable us to engage with readers with compelling, meaningful content and help land our new positioning as the fixers in the insurance industry.

Wendy Pearson, head of marketing, Direct Line


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