Featuring the brand's eponymous nodding dog, the site (www.churchill.com/fun), developed by digital agency Arc Interactive, includes playful additions such as soundbites from the bulldog, e-cards, outtakes from ads and the chance to buy a nodding dog car accessory.
Direct marketing firm Inbox Media developed the email campaign; marketing agency WFCA supplied the creative.
In the TV-style email ad, the canine brand icon tempts site visitors through a prize draw, with around-the-world tickets for two up for grabs.
Users can pass on the email and personalise it so that their friend's name is mentioned in the soundtrack.
According to Churchill Insurance's e-commerce manager, Helen Pollard, the firm hopes it will generate traffic to the site and boost the Churchill brand.
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