Churchill Insurance: A rather cool reinvention

Churchill, a leading provider of general insurance, launched a campaign in the UK to deliver substance through emotion, disrupt category norms and use Churchie as a symbol of reinvention.

Summary

Churchill faced an enormous challenge in staying competitive and attractive in a price-driven world. The brand needed to add value to the quote, but while everybody knew Churchill, brand and mascot alike were appearing outdated. However, to leave the familiar and ostensibly well-liked behind would be a massive step.

“We had multiple strong opinions on how Churchie should evolve, if at all. The Nursery's creative research approach provided the evidence we needed to align behind and develop a new platform and identity that we were completely confident in” (Research Manager, DLG).

Creative research approaches were key in mapping out...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands