Churchill joined by Martin Clunes in service push

Churchill is to position as a service-led insurer as part of a “revolution” in its advertising strategy.

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A series of ads, created by WRCS, presenting the RBS Insurance owned brand as the antidote to complex and frustrating insurance providers will launch in early 2012.

Spots will focus on the personal service customers of its motor and home products can expect from Churchill such as personal claims handlers. The strapline is “for great personal service, chat to Churchill.”

An animatronic Churchill dog will be seen for the first time alongside a new character played by Martin Clunes. The first spot will see the two coming to the aid of accident-prone residents of a village.

Amanda Walker, marketing director of Churchill, says that the ads attempt to bring some “humanity” into Churchill ads.

“The brand has strong roots in service and standing up for customers. The ads are an attempt to dramatise the relationship and service that we offer.”

Previous Churchill ads have focused on price but Walker says that the brand needs to expand the message to differentiate in an increasingly competitive market, driven by the growing prominence of price comparison sites.

“We are not walking away from price but this about offering value to customers. It is not a good price if it’s not good service”.

The move is also part of RBS Insurance’s attempts to develop distinct propositions for its main brands before it is offloaded by parent RBS Group.

Sister brand Direct Line is positioned as straightforward, while Privilege offers a value based proposition.

RBS, 83% backed by the taxpayer, has to sell, float or part float its car and home insurance operation by the end of 2012 under European Union rules on accepting government aid.

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