Low cost customer acquisition

AIM: Boost sales of Direct Line for Business’ (DL4B) insurance policies to tradespeople.

STRATEGY: Citigate secured a partnership with popular tradesman site On The Tools and worked with DL4B to create three shareable video assets

Each video was amusing and aligned with the site’s regular content, whilst also encouraging tradesman to ‘stay safe on site’ and think about insurance


  • 15+ million organic video views
  • Overwhelmingly positive sentiment
  • Almost 500 link clicks to DL4B’s website
  • £3 cost per customer acquisition
  • 47% increase in DL4B’s Facebook followers