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CASE STUDY: Chill with Chur-chill

CLIENT: Churchill (A Direct Line Group brand)  

The new CGI Churchie was created by visual artists at Untold Studios, who have been busy working on Netflix’s The Crown

The Comms Challenge

To drum up fame around the relaunch of Churchill, one of the nation’s most loved brands – after a rebrand that transformed every element of the insurer’s identity, from the company logo to its iconic nodding dog

What We Did

The cool new CGI incarnation of Churchie, gliding down a street on his skateboard and inviting viewers to ‘Chur-chill’ was the star of this campaign. The outstanding creative by ENGINE and Untold Studios spoke for itself and we had an engaging brand evolution story to share with marketing and trade press. We co-ordinated our first trade media exclusive to land alongside the official social media unveiling of Churchie’s new look.

As we worked solidly on the trade brief, coverage of Churchie’s new life-like look and social media reactions to it upped the ante to a national level. Our unflappable team worked with the client to manage the surge in national media interest, ensuring that the rationale for the brand revamp was effectively communicated to journalists.

What Happened

We surpassed all client KPIs for this campaign and secured 45 pieces of coverage across marketing trade, national and broadcast media. Here are the metrics:

  • 45 pieces of coverage
  • 590M online readership
  • 875K estimated coverage views
  • 258 social shares