Churchill to push online business

Marketing 20-Jul-05, 14:15

Churchill is to promote its web business for the first time in a national TV ad campaign featuring its nodding dog brand icon.

The RBS-owned insurer is aiming to capitalise on online sales, which have doubled over the past year.

The work, which will run across TV, radio and outdoor, will use the strapline 'Think car insurance, think saving money online, think Churchill.com'.

TV ads, developed by EBP, will run first, showing the Churchill dog reassuring a prospective online customer with his 'Oh yes' catchphrase. Media is being handled by MediaCom.

Churchill does not appear in the top 20 search terms delivering traffic to insurance websites, while rivals esure and Direct Line appear at 13 and 14 on the list, respectively, according to online measurement service Hitwise.