Churchill takes mascot online in interactive 'Challenge' campaign

New Media Age - 14 February 2008

Churchill, the direct insurance brand, is to ramp up its digital marketing activity in 2008 following the launch of its most 'intensive' digital campaign to date.

Churchill, part of the Royal Bank of Scotland Group, has rolled out an interactive ad campaign that sees users able to challenge Churchill, the brand mascot, in a quiz.

It's the first time the company has used the high-profile mascot in a major digital campaign.

It has launched challengechurchill.com, developed by digital media consultancy Rufus Leonard, where visitors can also play a timed Sudoku game, along with a competition to win a Nintendo DS.

Kelly Fogden, senior marketing consultant at Churchill Motor RBS Insurance, said this level of interactivity is beyond what the company has previously produced.

"We wanted to bring the concept of Challenge Churchill to life online, creating a real synergy with the above-the-line work," she said.

"We've tested things like this before, but not to such an intensive degree. It's now about a holistic approach, with the web seen ass very much a key part of things."

Fogden said that digital is a major focus for Churchill, with more campaigns likely to feature the high levels of interactivity.

"We're absolutely doing more," she said. "It's part of our strategy in 2008 to amplify the interaction with the online environment."

Media agency MediaCom handled the media planning and buying for the campaign, while full service agency WCRS developed the above-the-line work.