Challenge Churchill launch new ITV programme

14 April 2008

Rufus Leonard has once again been asked to work on the 'Challenge Churchill' campaign following the company's implementation and design of the 'Challenge Churchill' microsite earlier this year.

This time, 'Challenge Churchill' will be helping to launch a new ITV programme called 'Beat the Star' hosted by Vernon Kay. Churchill is the main sponsor and will feature in the programme's bumper ad slots. The show will launch on 20th April and run on a prime weekend slot.

During the ad slot viewers will be encouraged to 'Challenge Churchill' online by going to a newly developed microsite. This is currently part of the ITV website but will eventually merge into www.challengechurchill.com

The website is part of a wider campaign which includes mobile, interactive and online aimed to amplify the sponsorship.

The microsite will feature a viral game called 'Shear the Sheep' where contestants are invited to do just that to win prizes. A further game has been created, in which participants are asked to identify famous quotes, with a big competition prize to live like a star for 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, but the brand retains a strong call to action to challenge Churchill to deliver competitive quotes!"