Churchill Insurance

Challenge Churchill

Brief
Churchill Insurance is one of the leading insurance companies in the UK. Over the past 4 years the industry had seen rapid growth in people buying insurance online, with an 18% increase for motor insurance alone. Churchill understood the importance of a strong online presence to future business growth and wanted to build on the highly recognisable brand that had already been created using television and radio ads. To translate the brand accurately and effectively online, Churchill required an agency that could demonstrate a real understanding of the brand and the business. The brief was to take the new ‘Challenge Churchill’ campaign with its core messaging and bring it to life online. The main objective was to increase brand awareness and engagement amongst Churchill's wide-ranging online target audience, but the client also wanted to drive as many people as possible through to the main Churchill website to get an online quote.

Response
Rufus Leonard’s response was to take the distinctive brand assets for Churchill and interpret them online. This was achieved by the Rufus Leonard rich media team using the creative visual of Churchill “the jowly insurance hound” as a contestant in a game show. The Challenge Churchill microsite (www.challengechurchill.com) includes an online quiz with Churchill responding to your answers, a Sudoku Challenge, with animated tips from Churchill and a free prize draw. The humour and personality of Churchill is communicated with punchy, clear and consistent messaging to that of the nationwide TV advertising.

The messaging itself was refined to work specifically in the online environment. The Flash animation includes a call to action for an insurance quote that drives users through to the Churchill website and specifically to a quote tool, essentially providing the final stage to the challenge answered by Churchill.

Results
The campaign immediately grabs the attention of the user, while additionally building brand retention. Interaction between the user and Churchill was imperative to the original brief and this has certainly been achieved with the choice of ‘challenges’ on the site and the creative inclusion of Churchill the dog. For your chance to Challenge Churchill visit the microsite at: www.challengechurchill.com.