| Bus Racer takes you from London to Edinburgh |
Churchill Insurance has launched a viral game to support its new TV and print campaign, Challenge Churchill. The new advertising campaign sees ‘Churchill’ come off the back shelf of the car to communicate the insurer’s low cost message.
The fun, quirky campaign features aerial shots of a Challenge Churchill ‘battle bus’ making its way across Britain. The bus travels past famous landmarks such as the Blackpool Tower, The Bullring in Birmingham and Big Ben where ‘Churchill’ challenges Britons to save themselves money on their car and home insurance.
Inbox Digital was tasked with creating a viral game to help promote awareness of the new campaign. It is hoped the viral game will drive traffic to the Challenge Churchill website – and will ultimately increase take up on car and home insurance policies.
Incorporating the above the line creative idea, Bus Racer, which can be found at www.challengechurchill.com, challenges the player to drive the Challenge Churchill bus from London to Edinburgh as fast as they can passing famous landmarks such as London’s Big Ben and taking care to avoid the road cones.
A free prize draw asks players to register their details for the chance to win a driving experience at Brands Hatch or one of 50 Churchill Nodding™ Dogs. The game also includes a call to action to get a quote and to start a league with their friends.
Frances Browning, spokesperson for Churchill Insurance says, ‘The Bus Racer game is a fun, interactive brand engagement element of the Challenge Churchill campaign. The game will also play a key role in driving more traffic through the website and helps position Churchill as the dynamic company that it is.”
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