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Farringdon Place, 20 Farringdon Road
London EC1M 3HE
Regno Unito
Telefono: (+44) 020 3301 2000
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Basic Info

Competenze Principali: Advertising/Full Service/Integrata, Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Promozione/POP, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Marketing Technologies / Analytics, Relazioni Pubbliche, Eventi/Sponsorizzazioni

Fondata nel: 2000

impiegati: 250

Premi: 4

Creazioni: 26

Clienti: 15

Competenze Principali: Advertising/Full Service/Integrata, Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Promozione/POP, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Marketing Technologies / Analytics, Relazioni Pubbliche, Eventi/Sponsorizzazioni

Fondata nel: 2000

impiegati: 250

Premi: 4

Creazioni: 26

Clienti: 15

Accenture Song UK

Farringdon Place, 20 Farringdon Road
London EC1M 3HE
Regno Unito
Telefono: (+44) 020 3301 2000
Email:
Sito Web:

Don't Be Confused. Be Confused.com

 

Confused.com has evolved its driver centric strategy to reclaim its position as the founder of UK price comparison, leading drivers from consumer chaos to clarity.

Established in 2002, Confused.com is reclaiming its legacy as the UK’s original car insurance price comparison website, by going back to its founding principle: help people navigate the noise, clutter and confusion when it comes to the hundreds of insurers fighting for attention.

The brand’s new direction cuts through an ever-expanding world of consumer choice and noisy marketing gimmicks which are synonymous with the sector.

The price comparison sector is one of the UK’s biggest advertisers. But an advertising war has led to increased reliance on shouty characters and tactical and trivial offers, and the sector facing a major challenge as consumers struggle to differentiate between them. It’s a confused, overwhelming market where people aren’t sure where to get the best deal, with three in four customers now using multiple price comparison websites.

The new campaign from Confused.com sees the brand step forward from its competitors with a point of difference, shunning the brash and erratic language of the category in favour of a refreshingly clear, confident and altogether more helpful tone. The message being: Don’t be confused. Be confused.com. 

Don’t be Confused. Be Confused.com’ campaign sees brand re-claim the concept of consumer confusion to be the voice of reason in a sector full of noise and chaos.  

 

 

Imogen Tazzyman
Creative Director Karmarama
 

Tell us about your role in the creation of this work.

As Creative Directors on the account, we felt it was time to move the work into a new direction. The price comparison category is loud and, ironically, confusing – we wanted to create a campaign that cut through that.

Give us an overview of the campaign, what is it about?

The work brings to life how confusing the world is for consumers, before showing the road out of there – navigated by a driver, who glides through the world of confusion like a hot knife through butter.

Tell us about the details creative brief, what did it ask?

When it comes to comparing car insurance, get people to think of Confused.com first. An entertaining campaign that cuts through the clutter and noise of price comparison advertising, and that is ultimately remembered for being a Confused.com spot.

Which insight led to the creation of this piece of work?

As the first price comparison website, Confused.com was created 16 years ago to clear up confusion in the world of car insurance. And now the category of price comparison itself confuses people. Research showed people cannot distinguish between the different brands - they all merge into one. Which established a clear opportunity for us– to use the brand name to ensure when people are confused by car insurance, they think Confused.com.

Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen? 

Right from the start, confusion to clarity hit the bullseye in terms of the objective and its single-minded approach in the work.

How did the client initially react to this idea?

Luckily very positively! Sam loved the way we’d evolved the work to create a campaign that put the brand at the heart of it, and backed the idea from the very start.

What was the greatest challenge that you and your team faced during development.

The category is incredibly noisy - the biggest challenge was creating something memorable that was unmistakably Confused.com. We also wanted something that would stand up to repeat viewing – and Aoife really took this challenge on, giving the film layer after layer of rich detail, with some easter eggs you might only notice on a second or third watch.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

We were incredibly lucky in this instance to work with the magic formula of great talent, a great team and great client who was brave enough to buy the work. That’s an incredibly rare combination which made the experience all the more special.

Where do you see this campaign going in the future?

Confusion to clarity is a big platform to play with. It’s a cultural idea as well as an advertising one, which means there are countless executions out there – which is an exciting place to be.