In partnership with Direct Line, creative sound branding agency DLMDD and Saatchi & Saatchi have relaunched Direct Line’s iconic sound identity. The distinctive sonic brand asset, fondly referred to as ‘The Bugle’ has not been heard in Direct Line’s brand advertising for over ten years and is widely regarded as one of the most famous sounds in UK advertising.
Taking its famous bugle, Direct Line has worked with DLMDD and Saatchi & Saatchi to revive and reenergise the sound in the form of a new sonic logo and hero brand anthem.
The project’s development was underpinned by invaluable insight and research carried out by sonic testing company SoundOut on behalf of Direct Line1. The research revealed that despite being off-air for over 10 years, 43 per cent of British consumers are familiar with the Direct Line’s historic sonic logo and it is significantly more familiar to the over 30s (62 per cent).
The new sound identity is …