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Campaign amplification: Chur-Chill brand refresh

The Comms Challenge 

To successfully relaunch the creative campaign for Churchill Insurance, which hinged on an update of its beloved and iconic brand mascot Churchie the bulldog.

What We Did

With a focus on campaign amplification in the B2B trade space and beyond, TMF coordinated conversations between parent Direct Line Group and ad agency Engine

Ensured messaging in line with DLG Q&A document and that the update of longstanding brand mascot was seen in a positive light

Highlighted the innovative nature of new CGI Churchie as opposed to old puppet version

Ensured communication of core brand promise – the frictionless and easy brand experience which allows customers not to worry about insurance cover – they can ‘chill’

Supported creative launch with in-depth media interviews with brand managers to ensure long-tail of brand value from new campaign

What Happened 

Result far exceeded client expectations. Coverage to date stands at 49 articles showcasing the new creative and brand promise, across national,

regional, media and marketing trade titles.

These articles achieved an estimated 875k estimated coverage views, across a reader audience of over 590m 

The campaign relaunch has delivered so far an est. AVE of over £3.5m (and counting…)