Agency: WCRS
Date: Jul 2016
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Churchill Motor Insurance will launch its latest ‘Uninsured Drivers’ brand activation, with the world’s first interactive DOOH (digital out of home) insurance campaign.

Churchill Insurance’s latest campaign, created in partnership with WCRS and Ocean Outdoor, aims to reinforce Churchill’s ‘depend on the dog’ brand message, by making people realise if insured with Churchill and the collision with an uninsured driver isn’t their fault, its comprehensive car insurance protects their claim free years, Churchill will repair their car and they’ll even cover their excess too.

The DOOH screens, located at four uninsured driver hotspots across the UK in the city centres of Manchester, Leeds, London and Birmingham, will alert people to the number of uninsured drivers that have driven past each screen that day.

Using data from the Motor Insurance Database and innovative camera-recognition technology, the counter on the screens will go up in real-time, dynamically registering passing vehicles and display how many cars that have passed the precise location are likely to be uninsured.


Creative Director: Orlando Warner

Creative: Jason Keet, James Hodson

Additional Credits: Account Handling: Emma Marsland, Carolina Gutierrez-Vargas, Alex Gluck, Katie Briefel

Planning: Elisa Edmonds, Alicia Gaworska

Digital Strategy: Duncan McLauchlan and David Blackett

Technical Director: Dino Burbidge

Creative Technology: Gon Fernandez

Project Management: Nick Cruttenden

Media Partner: Ocean Outdoor

Head of Ocean Labs: Catherine Morgan

Hardware Integration: James Game

Media Agency: Mediacom