Leading price-comparison website Confused.com is to launch a multi-million pound advertising campaign as it seeks to re-position the brand, with its first TV spot breaking on Saturday 1st June during Britain’s Got Talent.
The new campaign created with Publicis London, stars – BRIAN the robot, and is part of a wider piece of activity that is re-positioning the brand as an insurance expert. Confused.com worked closely with advertising agency Publicis to develop its new brand model, centred firmly around insurance expertise. From this, the agency developed the creative that led to the creation of BRIAN and the new marketing campaign.
Confused.com also worked with, ‘Thompson Brand Partners’, Ogilvy PR, PHD and a host of other agencies to support them on the re-brand.
Confused.com’s new brand position is based on their heritage as a leading innovator, as it was the first price comparison site to launch in today’s market. Price comparison in the UK simply wouldn’t have existed without Confused.com.
BRIAN has been built by the experts at Confused.com to embody the company’s expertise and knowledge of insurance. BRIAN is a technically advanced, uber-enthusiatic robot on a mission to help customers save money on their insurance. Customers can feel reassured that by using Confused.com, they will get the best deal because of the company’s expertise for all types of insurance, including motor, home and travel. The newly branded marketing campaign sees the character of BRIAN in various situations helping people save money on their car insurance.
The new campaign is fully integrated across all channels, including social and digital elements. These include pages on Facebook, Twitter and YouTube, as well as Instagram, and Google+, which will also be launching on Saturday 1st June. These extensive communication platforms will provide a highly creative content stream, allowing followers to see the world through BRIAN’s eyes as well as finding out more about BRIAN.
The unveiling of Confused.com’s new brand campaign will also see a change to its current branding, reflecting the company’s desire to be a highly-differentiated, socially-integrated, customer-focused company. The updated brand is the result of an intensive design and creative process and will appear across all customer–facing platforms, as well as all advertising and social media.
Confused.com was the first price-comparison website to market in 2002, and now offers comparison across various products such as car, home, travel, pet insurance and many more. The website now has over 280 providers*, giving customers more choice and a great way of saving money.
Joby Russell, Marketing Director at Confused.com says:
“We are really excited to be re-branding our business and making a star of our new icon; BRIAN. We want our customers to understand that Confused.com is an absolute expert when it comes to comparing insurance and saving money. Therefore we should be the first port of call for customers who are looking for a great deal.”
“When we think of a robot we think of something that is full of knowledge, something with quick thinking processes and BRIAN embodies all of this. BRIAN is the embodiment of Confused.com.”
“The new campaign, the website, the branding has all come from one brief. A brief to position Confused.com as an expert, clearly differentiated from the competition through innovation.”
“We hope that through BRIAN, not only can we help people compare insurance and save money easily, we can also help fuel the success and growth of online comparison in general.”
Notes to Editors:
*Providers on site at time of publication include 136 motor insurers, 85 home insurers, 45 travel insurers and 14 pet insurers.
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Confused.com media team
Confused.com is one of the UK’s biggest and most popular price comparison services.
Confused.com was the UK's first price comparison site for car insurance. Launched in 2002, it generates over one million quotes per month. It has expanded its range of comparison products over the last couple of years to include home insurance, holiday insurance, pet insurance, small van insurance, motorcycle insurance, breakdown cover and gas and electricity, as well as financial services products including credit cards, loans, mortgages and life insurance.
Confused.com is not a supplier, insurance company or broker. It provides an, objective and unbiased comparison service.
By using cutting-edge technology, it has developed a series of intelligent web-based solutions that evaluate a number of risk factors to help customers with their decision-making, subsequently finding them great deals on a wide-range of insurance products, financial services, utilities and more. Confused.com’s service is based on the most up-to-date information provided by UK suppliers and industry regulators.
Confused.com is owned by the Admiral Group plc. Admiral listed on the London Stock Exchange in September 2004. Confused.com is regulated by the Financial Conduct Authority.