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Case study: Virgin/ Challenge Churchill (MWA Winner)

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Virgin Radio, home to the UK's finest rock music, increased Churchill's innovation and service measures by over 36%!

What was the Challenge / Background of the Campaign?

Pretty much everyone loves Churchill the dog. Unfortunately this loveable old hound was becoming tired:sitting at the back of the car, nodding away, with his same old "ohhhh yes" catchphrase. Awareness was high, but business was slow. Time for a modern makeover! A full-sized dog was dispatched across the UK openly begging to be challenged on insurance. Thus Mediacom met the radio world and shared a brief with challenges at its heart: Challenge Churchill, Challenge Yourself: Life's better when you yourself. Virgin Radio responded, delivered, and scooped up the entire budget. Find out more...

What was the Campaign Objective?

The objective of the campaign was to bring Churchill into the 21st century and give the brand a serious sales uplift!

BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250k36% more listeners believed Churchill give great service
25 - 34Female
Male
AB
RADIO / NATIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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