Churchill Insurance: advert-body-3 by WCRS

Churchill Insurance partners with WCRS and Ocean Outdoor in the next phase of an award-winning digital out of home (DOOH) campaign featuring Churchie the iconic dog – serving live, personalised messages to drivers.

‘Churchie’s Drive-Thru Car Insurance’, created by WCRS won the 2016 Creative Techniques award in Ocean Outdoor’s annual digital creative competition that fosters innovation in digital out of home.

WCRS’ campaign leverages Ocean’s pioneering vehicle recognition technology on the large format Holland Park Roundabout tri-screen in West London, using a retro American drive-through diner theme to promote Churchill’s car insurance policy.

Churchie interacts directly with motorists by serving them super-targeted creative which is triggered by the make, model and colour of stationary vehicles as they wait at the traffic lights opposite.

Each vehicle that stops will trigger one of over 18,000 possible messages each day – everything from “Morning red convertible! Keep the wind in your hair with our free roadside assistance” and “Sporty turquoise Boxter, Keep those wheels hot. Repairs guaranteed for 5 years”, to “Morning Prius! You care for the planet; we care for you. 24/7 breakdown cover”.