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Vandalism is costing drivers £2 billion a year.  In fact, that number could be way higher, because a lot of motorist don’t report the damage.  They’re worried their insurance premiums will go up. So, Churchill introduced their Vandalism promise. If your car is vandalised, Churchill will repair it for you and it won’t affect your no claims bonus.    We knew we didn’t just want to tell potential customers this, we wanted to show them. The problem; it was a test pack so we couldn’t change the content beyond a tweak here and a tweak there.   So, we vandalised the original mail pack. Even poor old ‘Churchie’ got the treatment.    The result is an inexpensive pack that really stands out on the doormat, with plenty of cheek and charm – so it fits in perfectly with the above-the-line communications and the brand personality.