Churchill to sponsor ITV quiz show Beat the Star

Brand Republic - 17 April 2008

LONDON - Churchill is to sponsor ITV's new quiz show 'Beat the Star', which launches this Saturday, as a part of its wider 'Challenge Churchill' campaign.

The sponsorship includes an interactive game, created by design and digital agency Rufus Leonard, which will feature on the sponsorship idents around the Vernon Kaye-fronted show.
The viral game, called 'Shear the Sheep', allows contestants to win prizes including a weekend in Monte Carlo.

Alex Zanich, account director at Rufus Leonard said: "There are few insurance brands that you can interact and engage with so creatively online.

"The games deliver a fun element; however, the brand retains a strong call to action to challenge Churchill to deliver competitive quotes."