Campaign details
Brand: ChurchillBrand owner: Direct Line GroupAgencies: MediaCom UK, EngineMarket: United KingdomIndustries: InsuranceMedia channels: Cinema, Radio & audio, Social media, Sponsorship - media, Television, Video on demand, Websites & micrositesBudget: 3 - 5 million
Executive summary
'You've got 10 years' – that was the diagnosis for British insurer Churchill's lifespan, despite being an instantly recognisable brand with an iconic mascot, the Winston Churchill-inspired bulldog. It needed to tackle price comparison websites (PCW) but, with spontaneous awareness in steep decline and brand perceptions low, it needed resuscitating....