In addition to 52 days worth of free car insurance cover, such drivers can also benefit from up to 65 per cent off their policy as a no claims discount.
"Quotes made during the offer period are valid for 90 days," explains a Direct Line spokesperson. "These are introductory offers, and as such are only available to new customers."
Meanwhile, another motor insurance provider has ushered in the new year with a multimillion-pound advertising campaign featuring a "mini-me" puppet of legendary rocker Iggy Pop.
Tina Shortle from swiftcover.com says the face of the car insurance brand loved the reaction he got while representing it across the media last year.
"Let's face it, car insurance, although essential, isn't that exciting, but that's no reason for car insurance adverts to be dull," she adds. "The theme of the campaign continues to be about getting your insurance sorted quickly so that you can 'Get A Life'."