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BIMA Member News: Rufus Leonard creates interactive ‘Challenge’ campaign

Churchill appears in a quiz scenario, answering multiple choice questions based on motor and home product offers. The campaign aims to increase Churchill's brand awareness, and will drive traffic to challengechurchill.com, which includes a themed Soduko game and the chance to win a Nintendo DS in a monthly prize draw.

Kelly Fogden, senior marketing consultant at Churchill Motor RBS Insurance commented, “We wanted to bring the concept of Challenge Churchill to life online, creating a real synergy with the above-the-line-work.

She continued, “We’ve tested things like this before, but not to such an intensive degree. It’s now about a holistic approach, with the web seen as very much a key part of things.” *

*quote taken from New Media Age, 14 February 2008

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