News Article Published:
Friday, 13 July 2007
Category:
Insurance
Insurance company Churchill is seeking affiliate brands with which it can cross-promote products in the firm's first attempt at a partnership marketing campaign, Brand Republic reports.
In a bid to grab an even greater share of the UK's insurance market, Churchill will use a promotional relationship with another big brand name to leverage its 'Challenge Churchill' promotion.
Since 2006, Churchill has challenged new customers to find lower renewal quotes for car and home insurance from rivals, which the company says it will beat if customers switch to its service. This campaign has been running on television, radio and in the newspapers, with the first big advertising push coming from July until September.
To back this up, a promotional viral game was created to drive traffic to the company's website. In the game, players had to drive the special Churchill bus safely from London to Edinburgh avoiding obstacles.
While Churchill may wish to engulf even more of the insurance market share, it already accounts for a considerable amount. The company is one of three insurers owned by RBS, which controls more than a third of the UK insurance sector.
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