That Pesky Dog
Meet the bulldog of UK
insurance companies. The name is Churchill Insurance, and they stick
up for you and your claim.
Martin Long founded Churchill Insurance in 1989. His company is
recognized throughout the UK as a leader in the insurance industry.
In 1989, Churchill Insurance became one of the first motor insurers
in the UK to offer customers the convenience of choosing policy
needs and purchasing cover directly from a website.
Churchill has won many
For example, Churchill
Insurance has received several Your Money Awards. This award is
given by consumers who rate companies for service, product quality
and online sites.
In 2005, International Travel Insurance Journal Awards recognized
Churchill Insurance as Travel Insurer of the Year.
“Investors in People” is a nationally recognized benchmark, which
sets the national standard of good practice when training people to
achieve the goal of a business. Churchill Insurance has been
recognized for maintaining these ethics.
The advertising strategy of Churchill Insurance is humorous and
endearing. Why or how the company chose this name is not recorded.
It was a splendid decision, though. To begin, it’s natural to
associate the name Churchill with Winston Churchill.
The name Churchill is instantly recognized and admired, not only in
the UK but throughout the world. Winston Churchill served his
countrymen in military service and in government. His stand against
Nazi Germany was bulldog tough.
In the 1930s, Winston Churchill warned citizens of the imminent
German threat. He was spot on. Germany launched attacks and started
World War II. As Prime Minister, Churchill delivered legendary
speeches that held the British people together. Churchill defied
German bombers and walked through areas destroyed by the attacks.
This endeared Churchill to the citizens. His bulldog determination
perfectly matched the spirit of the British people.
When Churchill Insurance picked its company icon, the company chose
an animal. Animals represent cultural traits and meanings which are
transferred and stamped to the products they are associated with.
The animals are fictional. The animal, or trade character,
establishes a brand.
The creative department in Churchill Insurance selected the bulldog
after a competition among staff. Supposedly, Churchill Insurance
wanted to distance itself from Winston Churchill. So what did the
company do? It picked a bulldog, the symbol of Churchill. The irony
has served the company well.
Aside from the obvious connection to Winston Churchill, people like
dogs. Dogs are associated with protecting people. Throughout history
dogs have stood guard and warned of impending danger. And dogs are
loyal to their owners.
The Churchill Insurance bulldog made its debut in 1994. It developed
into the Nodding Dog ™ . The public loved the dog, and the
advertising campaign became an immediate public sensation.
Bulldogs have a fierce reputation. However, the Churchill Insurance
bulldog is cute and likeable. He has a great smile, a nodding head
and he talks.
The Churchill Insurance Nodding Dog™ is the star in numerous amusing
TV commercials. One commercial finds him looking out of a toilet
bowl. In another, the bulldog is asked if he can prevent an alien
invasion. In a straightforward reply he answers, “Oh, no.” But when
asked if he can lower car insurance the bulldog replies, “Oh, yes.”
The end of the commercial has the bulldog looking at a green outer
space alien and telling the alien to “Go home.”
The “Oh, yes” line by the Churchill Insurance Nodding Dog ™ is now
famous. Vice Reeves is the voice behind the line.
The Nodding Dog ™ has transformed from a toy dog to
computer-animated icon. Toy Nodding Dogs™ are on sale. Its another
brilliant marketing tool. In addition to bulldogs, the icon has its
own site on Facebook.
A hot air balloon of the Churchill Insurance Nodding Dog™ made its
debut in 2004. It is the largest hot air balloon shaped like a dog
in the world. It can hold a pilot and two passengers. The balloon
makes appearances across the country.
The Churchill Insurance Nodding Dog™ starred in 22 pantomimes in
2009. In 2010, in addition to pantos, the famous bulldog appeared at
Pontin holiday camps.
Winston Churchill successfully met a tough challenge. In 2006,
Churchill Insurance began a campaign in which Britain’s are invited
to “Challenge Churchill” to come up with a low insurance quote for
their car and home insurance needs. A new website was created as
part of the campaign. A driving game, surveys and competitions are
part of the site.
The “Count on Churchill” campaign, launched in 2008, featured the
bulldog alongside celebrities, including Roy Walker and Rolf Harris
The Churchill Insurance company has captured British hearts. The
company believes it is meeting the marketing challenge of offering
insurance at the best prices for the best coverage. From the use of
the Churchill name to its nodding bulldog icon, the company and its
symbol are instantly recognized. Churchill Insurance is the new
British bulldog, whether it wants to be or not.