A Jingle That Says It All: Tirí Tirí Tirí
Línea Directa was celebrating 30 years and facing a reality where high awareness wasn't translating into consideration. The brand was still primarily perceived as a "car insurance company," limiting its growth in other categories like home or health. The challenge was twofold: consolidate its new communication platform "The Value of Being Direct" and transform that awareness into multi-product sales.
Transform a historic jingle into a lever for multi-product consideration and conversion.
Activating dormant assets
There was no need to introduce a new concept — the goal was to put the brand's most iconic asset to work. The jingle 'Tirí, Tirí, Tirí', present for decades yet historically secondary, was placed at the center of the strategy. From there, a communication platform was designed to accompany the full journey: activating recall (awareness), building multi-product clarity (consideration), and landing product-specific benefits (conversion), maintaining code consistency (sound + red color + direct tone) across all touchpoints.
A choreography of media serving the sound
The campaign launched with a minimalist outdoor teaser phase without branding ("Tirí, Tirí, Tirí, sounds familiar?"), using intrigue and red as a visual anchor to activate collective memory. Within days, the message deployed omnichannel — TV, CTV/OTT, YouTube, radio, metro, digital, social, and sponsorship — through to the reveal, connecting jingle, brand, and proposition. From that point, the system evolved in phases: short pieces to establish the jingle and longer formats to install the multi-product message (car, home, health, business, pets). Each piece was adapted to platform logic and reinforced with high-attention formats, such as prime-time programs.
