Top UK insurance provider suffers grey pound catastrophe

Pensioners oblivious to dynamic financial services group

by College Green

Bosses at one of Britain's leading insurance businesses have expressed their disappointment at the low rate of brand recognition of the firm amongst a key demographical bracket of potential consumers: the over 65s.

Despite spending millions of pounds over the past five years on promotion, a worryingly large proportion of older people still do not know about Churchill and lack any awareness of its fantastic deals on motor vehicle insurance — with an additional five per cent off this month only — according to a recent survey.

While most children, young and middle-aged adults recognise the brand name of Churchill, what it provides, and are also able to do a passable imitation of the charming dog the firm uses in its advertising, older people are generally ignorant despite the fact that the picking the correct company to provide insurance for your motor car is vital and far more important that having a grasp of events which occurred long, long ago.

Churchill: Brand name confusion The problem seems to be one of confusion. A Churchill director was crestfallen when told that 78 per cent of senior citizens associate his company's name with that of an obscure, dead politician instead of a dynamic financial services group and its hilarious mascot. "This is really terribly depressing. The older section of the market is really important to us and to find that we have made such a limited amount of headway is bad news," a Churchillian spokesperson admitted.

The only solution now is reckoned to be better education. "If Churchill targets advertising at media seen and trusted by older people — such as the wireless and Movietone News — then it still has a chance," explained an academic at Luton University's Age Studies department. Other experts are less optimistic, saying that today's older generation appears to have little interest in learning about new insurance products available via telephone and the internet and the inventive suppliers providing them.

However, Churchill is keen to stress that they do not in any way want to detract from the achievements of the politician in question — Winston S. Churchill — whose unfortunate use of the same brand name has led to such confusion. The company's spokesperson told The Rockall Times: "Winnie's decision to take Britain back onto the Gold Standard in 1929 was certainly brave if probably not economically beneficial — so I'm told. We're perfectly happy for pensioners to waste some of their remaining faculties on retaining this sort of obscure historical detail just so long as they also take the trouble to learn about the great discounts we can offer to safe drivers in suburban areas with sensible saloons who haven't made more than one minor claim in the past five years."

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Top UK insurance provider suffers grey pound catastrophe

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