Could you make Donny smile?

Direct Line Group were really struggling to recruit call centre staff in Doncaster. They’d tried everything they could think of but still weren’t on most people’s radars.

What they needed was something different. Something that would grab attention and start conversations. And so Donny, named after the town’s nickname, was born.

I’m really proud of this idea. It won multiple awards and, more importantly, actually worked. In the three months following the event and related social media campaign, Direct Line Group received 942 applications.

Watch the video for the full story.