Direct Line’s #backupyouneed experience, highlights the value of friendship and support when you need it most. Singer Jake Quickenden, and Coronation Street actress, Kimberly Hart-Simpson, took the test and were dunked from 20ft, higher than a double-decker bus, into the Thames

• Jake Quickenden and Kimberly Hart-Simpson took the ultimate friendship test, on a giant dunk machine, but BOTH ended up being dropped 20 feet into the Thames
• Direct Line’s the ‘backup you need’ experience challenges best friends to answer questions about each other - too many wrong answers and one of the besties is then dunked
• The experience highlights the vital role friends play as the backup people need – 87 per cent of Brits would answer a best mate’s call day or night and 62 per cent would donate a kidney to them
• People spend on average two and a half hours a week texting and messaging their best mates, and over two hours chatting on the phone

Direct Line today launched the ultimate friendship test, a giant dunk machine on the River Thames, with singer Jake Quickenden and his best friend, Coronation Street’s, Kimberly Hart-Simpson the first to try it. Jake and Kimberly proved outstanding friends, but both ended up being dunked from over 20 ft, higher than a double-decker bus, into the River Thames. The giant dunk machine challenged pairs of friends to see if their mate could be the ‘backup they need’, just as Direct Line could be the backup for its customers when something goes wrong.

Participants were asked questions to test how well they knew their best mates and were either winched to safety, if they got most of them right, or if they got too many wrong, were dunked over 20 feet into the River Thames. Members of the public volunteered to take the challenge to be in with the chance of winning a TUI gift card, worth £5,000. A professional lifeguard was on hand to whisk them from the water, armed with all the safety equipment needed!

Jake Quickenden said: "After years in each other’s lives, this challenge was the perfect way to see how much Kimberly really knows me. In our friendship, she has had my back on so many occasions, so we wanted to see if she could save me from being dunked - literally!”

Kimberly Hart-Simpson said: “When we heard about this experience, we had to put our friendship to the test. We are all about finding ways to continue building our bond (and proving who is the better friend!) and being dunked in The River Thames was definitely a memorable experience.”

The nation is full of lasting friendships, with the people of Britain on average knowing their best mate for 29 years. Only seven per cent of people say they don’t have a best friend. People would do anything for their mates, 87 per cent would answer the call of their bestie, anytime day or night. Three quarters of people (74 per cent) would jump in the car to pick them up, wherever they are at whatever time.  Almost two-thirds (62 per cent) would donate a kidney to their best friend, which shows the depth of feeling and commitment people have for their mates. While a bold 60 per cent would jump on a plane to bail them out if they got into trouble abroad.

Wendy Moores, Head of Marketing, Direct Line said: “The power of true friendship cannot be underestimated, people will drop everything to help their mates if they are in trouble, as we seek to do for our customers. Our ultimate friendship test, the largest dunk machine even seen on the River Thames, showed just how in-tune people are with their best mates.  At a time when people are facing so many challenges, people can lean on their friends for help or for escapism and a great time together.”           

People spend hours each week communicating with their friends, both in person and virtually, spending on average five hours in their company and another two and a half hours texting and instant messaging them. People spend over two hours a week chatting to their mates on the phone and also spend hours engaging with their mate's social media posts and stories, devoting two and a half hours on average each week, while for 18-34 year olds this increases to over four hours.

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About Direct Line:

Starting in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover directly to customers by phone or online.

Direct Line general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Direct Line and U K Insurance limited are both part of Direct Line Insurance Group plc.