{"id":3944,"date":"2024-02-18T10:11:01","date_gmt":"2024-02-18T08:11:01","guid":{"rendered":"http:\/\/www.siouxycyranos.com.mialias.net\/portfolio-items\/farewell-to-matias-linea-directa\/"},"modified":"2024-09-20T13:22:45","modified_gmt":"2024-09-20T11:22:45","slug":"farewell-to-matias-linea-directa","status":"publish","type":"avada_portfolio","link":"https:\/\/www.siouxycyranos.com\/en\/portfolio-items\/farewell-to-matias-linea-directa\/","title":{"rendered":"Farewell to Mat\u00edas L\u00ednea Directa"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling no_margin_bottom no_padding_bottom\" style=\"--awb-background-position:left top;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-border-sizes-left:0px;--awb-border-sizes-right:0px;--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:5%;--awb-background-color:var(--awb-color7);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-stretch fusion-flex-content-wrap\" style=\"max-width:calc( 1170px + 30px );margin-left: calc(-30px \/ 2 );margin-right: calc(-30px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:20px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 titulo_trabajo_single\"><h1>Farewell to Mat\u00edas Campaign<\/h1>\n<h2>L\u00ednea Directa<\/h2>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column cita_sioux_meet_cyranos_column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:20px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:20px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none cita_sioux_meet_cyranos_comillas\"><img decoding=\"async\" width=\"128\" height=\"90\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27128%27%20height%3D%2790%27%20viewBox%3D%270%200%20128%2090%27%3E%3Crect%20width%3D%27128%27%20height%3D%2790%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/comillas-teja-x2.png\" alt class=\"lazyload img-responsive wp-image-3653\"\/><\/span><\/div>\n<div class=\"fusion-text fusion-text-2 cita_sioux_meet_cyranos_texto\" style=\"--awb-content-alignment:center;\"><p>L\u00cdNEA DIRECTA EVOLVES AND IS NOW <br class=\"ocultar_s\" \/>THE L\u00cdNEA DIRECTA INSURANCE GROUP<\/p>\n<\/div><div class=\"fusion-text fusion-text-3 cita_sioux_meet_cyranos_firma\" style=\"--awb-content-alignment:center;\"><p>Sioux meet Cyranos<\/p>\n<\/div>\n<\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:20px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-selfhosted-video margin_bottom_xxs\" style=\"max-width:100%;\"><div class=\"video-wrapper\"><video playsinline=\"true\" width=\"100%\" style=\"object-fit: cover;\" poster=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover.jpg\" preload=\"auto\" controls=\"1\"><source src=\"https:\/\/www.siouxycyranos.com\/videos\/linea-directa-despedida-matias.mp4\" type=\"video\/mp4\">Sorry, your browser doesn&#039;t support embedded videos.<\/video><\/div><\/div><div class=\"fusion-text fusion-text-4 margin_bottom_s margin_s_bottom_xs\"><p>Spot &#8220;Farewell to Mat\u00edas&#8221;<\/p>\n<\/div><div class=\"fusion-text fusion-text-5 margin_bottom_xs margin_s_bottom_xxs\"><ul class=\"accordion_section accordion_section_tv\">\n<li>TV<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling indentado no_indentado margin_bottom_m margin_s_bottom_xs\" style=\"--awb-background-position:left top;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-border-sizes-left:0px;--awb-border-sizes-right:0px;--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color7);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-stretch fusion-flex-content-wrap\" style=\"max-width:calc( 1170px + 30px );margin-left: calc(-30px \/ 2 );margin-right: calc(-30px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:20px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-6 margin_bottom_m margin_s_bottom_s\"><p>L\u00ednea Directa starts a transition with this ad where it\u2019s the endorser who hands over the baton to his successor. It\u2019s the first time that a campaign has taken the time and money to bid farewell to a celebrity who did so much and gave the brand credibility, solidity and trust. Now it\u2019s a big brand and has shown its independence. Its flotation on the stock exchange shows that and it\u2019s time it spoke for itself and shows its value. Everything is connected with the new tagline \u201cThe value of being direct\u201d, so that Mat\u00edas has the place he deserves as he\u2019s been a strategic asset for the brand, positioning Direct Line where it wanted to be. It\u2019s a novelty in Spanish communication, as it\u2019s the first time ever that an endorser announces his possible successors. Each endorser defends why they are the ideal person for the job, encouraging viewers to choose them as their favourite. This way it communicates relevance, innovation and the ability to offer the best coverage at competitive prices.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_4 1_4 fusion-flex-column\" style=\"--awb-padding-right-small:4px;--awb-padding-left-small:4px;--awb-bg-size:cover;--awb-width-large:25%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/siouxycyranos.com\/videos\/v-linea-juanma.mp4\" target=\"_self\" aria-label=\"Juanma second phase\"><img decoding=\"async\" width=\"500\" height=\"312\" src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-juanma-1.jpg\" data-orig-src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-juanma-1.jpg\" alt class=\"lazyload img-responsive wp-image-4675\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27500%27%20height%3D%27312%27%20viewBox%3D%270%200%20500%20312%27%3E%3Crect%20width%3D%27500%27%20height%3D%27312%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-juanma-1-200x125.jpg 200w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-juanma-1-400x250.jpg 400w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-juanma-1.jpg 500w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 800px) 100vw, (max-width: 640px) 100vw, 400px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-margin-top:5px;\"><p>Spot \u201cJuanma second phase\u201d<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_4 1_4 fusion-flex-column\" style=\"--awb-padding-right-small:4px;--awb-padding-left-small:4px;--awb-bg-size:cover;--awb-width-large:25%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/siouxycyranos.com\/videos\/v-linea-monica.mp4\" target=\"_self\" aria-label=\"linea-directa-despedida-matias-cover-monica\"><img decoding=\"async\" width=\"500\" height=\"312\" src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-monica-1.jpg\" data-orig-src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-monica-1.jpg\" alt class=\"lazyload img-responsive wp-image-4679\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27500%27%20height%3D%27312%27%20viewBox%3D%270%200%20500%20312%27%3E%3Crect%20width%3D%27500%27%20height%3D%27312%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-monica-1-200x125.jpg 200w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-monica-1-400x250.jpg 400w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-monica-1.jpg 500w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 800px) 100vw, (max-width: 640px) 100vw, 400px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-margin-top:5px;\"><p>Spot \u201cM\u00f3nica second phase\u201d<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_4 1_4 fusion-flex-column\" style=\"--awb-padding-right-small:4px;--awb-padding-left-small:4px;--awb-bg-size:cover;--awb-width-large:25%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/siouxycyranos.com\/videos\/v-linea-latre.mp4\" target=\"_self\" aria-label=\"linea-directa-despedida-matias-cover-latre\"><img decoding=\"async\" width=\"500\" height=\"312\" src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-latre-1.jpg\" data-orig-src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-latre-1.jpg\" alt class=\"lazyload img-responsive wp-image-4677\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27500%27%20height%3D%27312%27%20viewBox%3D%270%200%20500%20312%27%3E%3Crect%20width%3D%27500%27%20height%3D%27312%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-latre-1-200x125.jpg 200w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-latre-1-400x250.jpg 400w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-latre-1.jpg 500w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 800px) 100vw, (max-width: 640px) 100vw, 400px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-margin-top:5px;\"><p>Spot \u201cLatre second phase\u201d<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_1_4 1_4 fusion-flex-column\" style=\"--awb-padding-right-small:4px;--awb-padding-left-small:4px;--awb-bg-size:cover;--awb-width-large:25%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-5 hover-type-none\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/siouxycyranos.com\/videos\/v-linea-multi.mp4\" target=\"_self\" aria-label=\"linea-directa-despedida-matias-cover-multi\"><img decoding=\"async\" width=\"500\" height=\"312\" src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-multi-1.jpg\" data-orig-src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-multi-1.jpg\" alt class=\"lazyload img-responsive wp-image-4681\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27500%27%20height%3D%27312%27%20viewBox%3D%270%200%20500%20312%27%3E%3Crect%20width%3D%27500%27%20height%3D%27312%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-multi-1-200x125.jpg 200w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-multi-1-400x250.jpg 400w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/linea-directa-despedida-matias-cover-multi-1.jpg 500w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 800px) 100vw, (max-width: 640px) 100vw, 400px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-10\" style=\"--awb-margin-top:5px;\"><p>Spot \u201cMulti second phase\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling no_margin_bottom padding_bottom_s\" style=\"--awb-background-position:left top;--awb-border-sizes-top:0px;--awb-border-sizes-bottom:0px;--awb-border-sizes-left:0px;--awb-border-sizes-right:0px;--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color7);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-stretch fusion-flex-content-wrap\" style=\"max-width:calc( 1170px + 30px );margin-left: calc(-30px \/ 2 );margin-right: calc(-30px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-margin-bottom-small:20px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-11\"><ul class=\"accordion_section accordion_section_estrategia\">\n<li>STRATEGY<\/li>\n<\/ul>\n<\/div><div class=\"accordian fusion-accordian margin_bottom_s no_margin_bottom_s\" style=\"--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-border-size:0px;--awb-icon-size:14px;--awb-content-font-size:16px;--awb-icon-alignment:right;--awb-hover-color:hsla(var(--awb-color1-h),var(--awb-color1-s),calc( var(--awb-color1-l) - 2% ),var(--awb-color1-a));--awb-border-color:var(--awb-color8);--awb-background-color:var(--awb-color1);--awb-divider-color:var(--awb-color8);--awb-divider-hover-color:var(--awb-color8);--awb-icon-color:#666666;--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);--awb-icon-box-color:transparent;--awb-toggle-hover-accent-color:var(--awb-color8);--awb-toggle-active-accent-color:var(--awb-color8);--awb-title-font-family:&quot;Open Sans&quot;;--awb-title-font-weight:400;--awb-title-font-style:normal;--awb-content-font-family:var(--awb-typography4-font-family);--awb-content-font-weight:var(--awb-typography4-font-weight);--awb-content-font-style:var(--awb-typography4-font-style);\"><div class=\"panel-group fusion-toggle-icon-right fusion-toggle-icon-unboxed\" id=\"accordion-3944-1\"><div class=\"fusion-panel panel-default panel-319e5f1a813e542d5 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_319e5f1a813e542d5\"><a aria-expanded=\"false\" aria-controls=\"319e5f1a813e542d5\" role=\"button\" data-toggle=\"collapse\" data-target=\"#319e5f1a813e542d5\" href=\"#319e5f1a813e542d5\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">CONTEXT<\/span><\/a><\/h4><\/div><div id=\"319e5f1a813e542d5\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_319e5f1a813e542d5\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Linea Directa is a company that\u2019s been in the market for 27 years. It was the first company in the insurance sector to set up a new business model based on direct contracts; through direct contracts the company was able to stop investing in brokers\/agents, branches and middlemen and that saving could be passed on to clients. After Linea Directa others arrived. Ten years ago, Linea Directa decided to feature Mat\u00edas Prats as an endorser to transmit the values, credibility, strength and security an insurance company needs as a base. L\u00ednea Directa has been a huge success and in 2021 was floated on the stock exchange.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-a446dde022bb831ab fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_a446dde022bb831ab\"><a aria-expanded=\"false\" aria-controls=\"a446dde022bb831ab\" role=\"button\" data-toggle=\"collapse\" data-target=\"#a446dde022bb831ab\" href=\"#a446dde022bb831ab\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">MARKETING AND COMMUNICATION OBJECTIVES<\/span><\/a><\/h4><\/div><div id=\"a446dde022bb831ab\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_a446dde022bb831ab\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>After many years with Mat\u00edas Prats and a pricing strategy, the company needed to size up itself. Its floating on the stock exchange required a bigger client growth and not just in the motoring sector but also in other sectors such as home and health insurance, with the increase in coverage and security that all of this implies. The business model depends on and is stimulated by advertising, so, the marketing and advertising aims to increase calls and thus activate stock prices in the short term and in addition as a not so urgent but just as important communication aim what needed to be done was build the brand strategy to elevate brand image and size up its power as an insurance group.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-d1e6d91e40486c56b fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_d1e6d91e40486c56b\"><a aria-expanded=\"false\" aria-controls=\"d1e6d91e40486c56b\" role=\"button\" data-toggle=\"collapse\" data-target=\"#d1e6d91e40486c56b\" href=\"#d1e6d91e40486c56b\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">STRATEGIC DECISIONS<\/span><\/a><\/h4><\/div><div id=\"d1e6d91e40486c56b\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_d1e6d91e40486c56b\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Discoveries:<\/p>\n<ul>\n<li>Mat\u00edas Prats had done his work now it was time to step up to a new level.<\/li>\n<li>Building the brand solely on pricing was limiting us in many aspects.<\/li>\n<\/ul>\n<p>We decided it was time to start going it alone, without an endorser. This way we would start to be listened to more carefully and anything new and relevant that the brand had to say would be better received. Secondly, we realized that the focus of the conversation on the price, placed us in a playing field that was too small for us because the brand had to grow. It\u2019s a company that offers the same coverage as its competitors and in some cases better coverage, at a better price thanks to its business model. Starting to value the price by emphasising the coverage and the most strategic aspects of the brand and talking more individually about other lines of insurance that are not motor insurance would allow us to occupy the space of the brands with the best image, making L\u00ednea Directa a fully-fledged insurance group that will allow us to grow and move out of the &#8220;price axis&#8221; of the insurance market. The brand started to occupy a space that it&#8217;s legitimising, the first to set the pace of direct business, the space of good work that positions its competitive price advantage so that it is perceived not as something &#8216;cheap of low quality&#8217; but as a consequence of having made an innovation, an effort to be able to give that price. The brand has to lead the direct insurance business, because it was the first, because it\u2019s legitimised, because it\u2019s strong and because it\u2019s leadership is what allows it to open new niches and get new clients. The leadership is gained through credibility. And all this without abandoning its price conversation, which is what will allow it to participate in the short-term game, so necessary for a company like L\u00ednea Directa based on direct contracting.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-5906c36cf3e87f945 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_5906c36cf3e87f945\"><a aria-expanded=\"false\" aria-controls=\"5906c36cf3e87f945\" role=\"button\" data-toggle=\"collapse\" data-target=\"#5906c36cf3e87f945\" href=\"#5906c36cf3e87f945\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">IDEA AND IMPLEMENTATION<\/span><\/a><\/h4><\/div><div id=\"5906c36cf3e87f945\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_5906c36cf3e87f945\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>The first thing we had to do was to say goodbye to the endorser and we couldn\u2019t start a new brand language by simply turning our back on someone who had left such a mark on L\u00ednea Directa. It is polite to be grateful and starting the new journey by saying goodbye to a friend was essential. We also had to create expectation and start a dialogue with our clients. \u201cPlay\u201d with the substitution of the endorser to end up telling people that deep down Linea Directa was ready to start going it alone, without a prescriber and hand in hand with the client is something that should be in the idea. Clever humour is part of the hallmark of the brand &#8211; a brand that revolutionises the insurance industry has to &#8220;look like&#8221; it too. Humour elevates your language. The strategy that we are going to carry out with Linea Directa isn\u2019t just a campaign, it will be the year 2022 with a whole series of executions over the year, to make the brand strategy more tangible to become more than just price and grow.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default panel-d53801602009ba6c7 fusion-toggle-has-divider\" style=\"--awb-title-color:var(--awb-color8);--awb-content-color:var(--awb-color8);\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\" id=\"toggle_d53801602009ba6c7\"><a aria-expanded=\"false\" aria-controls=\"d53801602009ba6c7\" role=\"button\" data-toggle=\"collapse\" data-target=\"#d53801602009ba6c7\" href=\"#d53801602009ba6c7\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">IMPACT<\/span><\/a><\/h4><\/div><div id=\"d53801602009ba6c7\" class=\"panel-collapse collapse \" aria-labelledby=\"toggle_d53801602009ba6c7\"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p><strong>Results:<\/strong><br \/>\n\u2022 Great expectation, debate and participation on Social Media, reducing the cost of interactions by 45% vs previous campaigns.<br \/>\n\u2022 An increase in views + 708% vs. usual video and an increase in impressions of 509% vs. usual video, involving the public with up to 1710 comments on the campaign, participating in votes on who would be the new character for L\u00ednea Directa.<\/p>\n<p><strong>Commercial Results:<\/strong><br \/>\n\u2022 Growth in demand across L\u00ednea Directa&#8217;s businesses. A +6% growth in car insurance in pull channels (telephone and internet) and +23% growth in home insurance quotes.<\/p>\n<p><strong>Media results:<\/strong><br \/>\n\u2022 L\u00ednea Directa achieves a 5% growth in online search volume while in the sector they fall by 2% and 3%. The campaign allows the brand to be the most searched for insurance company during the period, increasing the distance over the rest of the insurance companies.<br \/>\n\u2022 In the media and after the investment in TV in longer formats due to the need to work on the brand&#8217;s qualification, the media plan has been optimised, achieving a lower but more effective frequency. Higher % of prime time.<br \/>\n\u2022 Remembrance of elements of the advert. Qualitative attention.<br \/>\n\u2022 Significant increase in the main digital media KPIs. An increase in conversion rate of 17% and Click Through rate of +11%.<br \/>\n\u2022 In digital media there are more than +2.6M interactions and consequently +63% Engagement through Rate above benchmark.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling container_otros_trabajos margin_bottom_xs\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-bottom:150px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1170px + 30px );margin-left: calc(-30px \/ 2 );margin-right: calc(-30px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-9 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-title-center fusion-title-text fusion-title-size-three titulo_icono titulo_otros_trabajos\" style=\"--awb-margin-bottom:50px;--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><div class=\"title-sep-container title-sep-container-left\"><div class=\"title-sep sep- sep-solid\" style=\"border-color:var(--awb-color7);\"><\/div><\/div><span class=\"awb-title-spacer\"><\/span><h3 class=\"fusion-title-heading title-heading-center fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:30;line-height:1.6;\">Other Works<\/h3><span class=\"awb-title-spacer\"><\/span><div class=\"title-sep-container title-sep-container-right\"><div class=\"title-sep sep- sep-solid\" style=\"border-color:var(--awb-color7);\"><\/div><\/div><\/div>\n<\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-10 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-padding-right-small:4px;--awb-padding-left-small:4px;--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:33.333333333333%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-6 hover-type-zoomin\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/www.siouxycyranos.com\/portfolio-items\/linea-directa-casa-coche\/\" target=\"_self\" aria-label=\"L\u00ednea Directa. Casa-Coche\"><img decoding=\"async\" width=\"600\" height=\"383\" src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/14_linea.jpg\" data-orig-src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/14_linea.jpg\" alt class=\"lazyload img-responsive wp-image-3566\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27600%27%20height%3D%27383%27%20viewBox%3D%270%200%20600%20383%27%3E%3Crect%20width%3D%27600%27%20height%3D%27383%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/14_linea-200x128.jpg 200w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/14_linea-400x255.jpg 400w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/14_linea.jpg 600w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 800px) 100vw, (max-width: 640px) 100vw, 400px\" \/><\/a><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-11 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-padding-right-small:4px;--awb-padding-left-small:4px;--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:33.333333333333%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-7 hover-type-zoomin\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/www.siouxycyranos.com\/portfolio-items\/telepizza-viva-la-masa\/\" target=\"_self\" aria-label=\"Telepizza. Viva la masa\"><img decoding=\"async\" width=\"600\" height=\"383\" src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/15_telepizza.jpg\" data-orig-src=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/15_telepizza.jpg\" alt class=\"lazyload img-responsive wp-image-3862\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27600%27%20height%3D%27383%27%20viewBox%3D%270%200%20600%20383%27%3E%3Crect%20width%3D%27600%27%20height%3D%27383%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/15_telepizza-200x128.jpg 200w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/15_telepizza-400x255.jpg 400w, https:\/\/www.siouxycyranos.com\/wp-content\/uploads\/2024\/02\/15_telepizza.jpg 600w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 800px) 100vw, (max-width: 640px) 100vw, 400px\" \/><\/a><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-12 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-padding-right-small:4px;--awb-padding-left-small:4px;--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:15px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:15px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:15px;--awb-spacing-left-medium:15px;--awb-width-small:33.333333333333%;--awb-order-small:0;--awb-spacing-right-small:15px;--awb-spacing-left-small:15px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-8 hover-type-zoomin\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/www.siouxycyranos.com\/portfolio-items\/ruavieja-la-verdad-sobre-la-mesa\/\" target=\"_self\" aria-label=\"Ruavieja. 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