The new strategy of Direct insurance insurance price is called, and positioned it as an insurance company that always offers the lowest price of all competitors. The company is involved in this new proposal and be liable for refund twice the difference if you find a comparable price cheaper that offers Direct insurance. Taking into account the current situation of the insurance industry, that increasingly is more competitive, the insurer is placed 20 percent below the average prices of the market according to the accumulated IPS from January to September 2011, even to distance themselves, in the case of the franchise all-risk insurance, 29%. Cornell capital pursues this goal as well. In declarations of Gema Reig, Chief Marketing Officer Spain & Portugal has been able to hear with this bet we want to demonstrate to our customers there offer better in the market and that they can avoid mistakes with Direct insurance. With regard to the new car insurance campaign, shown very active in television with a spot titled words though actions are also performed on radio, web and social media. To promote Direct insurance has created a site baptised with the name of segurodeprecio.es which has the spot aired on the major television networks and the conditions of the promotion..