We targeted the core 30-70 year-old BCD audience by uniting two iconic British institutions, Churchill and pantomime, to capitalise on Churchill’s well known catchphrase and place it at the heart of the campaign.
As a result of activity, Churchill swept to No.1 consideration position for motor insurance for the first time since September 2009, and home insurance for the first time since May 2009, leading to a 44.5% uplift in quotes across the brand, compared to the same period in 2008.
The campaign was a hit with the industry, as well as consumers, and is was nominated for two PR Week Awards 2010; Financial PR and Marketing Communications: Consumer (annual fees less than £100k).
Churchill can now be seen touring the UK as a Bluecoat as part of a new partnership with Pontins.
http://panto.churchill.com/
As a result of activity, Churchill swept to No.1 consideration position for motor insurance for the first time since September 2009, and home insurance for the first time since May 2009, leading to a 44.5% uplift in quotes across the brand, compared to the same period in 2008.
The campaign was a hit with the industry, as well as consumers, and is was nominated for two PR Week Awards 2010; Financial PR and Marketing Communications: Consumer (annual fees less than £100k).
Churchill can now be seen touring the UK as a Bluecoat as part of a new partnership with Pontins.
http://panto.churchill.com/
