Churchill blitz backs ‘Beat the Star’ sponsorship

Precision Marketing - 22 April 2008

Churchill Insurance is aiming to drive customers online to get a quote with a new campaign to promote its sponsorship of ITV’s new prime-time Vernon Kay-fronted show ‘Beat the Star’.

The campaign will consist of mobile and online elements as well as idents and ads in the commercial breaks during ‘Beat the Star’. The aim of the campaign is to encourage customers to go online and ‘Challenge Churchill’ to give them a competitive insurance quote.

Rufus Leonard has been tasked with creating the campaign as well as producing a microsite which features a viral game called ‘Shear the Sheep’ which allows players to win prizes including a weekend break in Monte Carlo.

Rufus Leonard account director Alex Zanich says: “There are few insurance brands that you can interact and engage with so creatively online. The game delivers a fun element, however the brand retains a strong call to action to challenge Churchill to deliver competitive quote.”