Magazine article Marketing

Adwatch: Churchill - 'Challenge Churchill'

Magazine article Marketing

Adwatch: Churchill - 'Challenge Churchill'

Article excerpt

Yawn. Stretch. Another day, yet another challenge strategy. They seem to be all the rage at the moment as a short-term promotional sales driver.

At first glance - and second and third glance, too - this one feels like every other insurance ad, just dressed up differently. In this case, it's a nationwide roadshow challenging consumers to find a benefit Churchill doesn't offer as part of its insurance cover.

Not that I care, particularly. Speaking as a punter, insurance is a low-interest commodity purchase that I know I need to make, but it is an utterly joyless experience in every conceivable facet. Not a bad experience, just joyless.

Rationally, a strategy promising easy, generous terms is good; but it is not enough. An insurance company is an insurance company is an insurance company, so, theoretically, all any of them need to do is charm me into liking them enough to give them my business.

In the dog character, Churchill has precisely that opportunity. It has heavily invested in, and stayed commendably loyal to, that most prized and valuable of commodities - a long-running, much-loved and populist mass-market advertising property, establishing him and his 'Oh, yus' catchphrase as part of the vernacular. …

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