comparethemarket.com

The challenge was to re-brand, launch and make comparethemarket.com a market leader in a crowded market. The fact that comparethemarket.com was late to market and initially only had a limited media spend made this even more of a challenge.

Communications in the insurance market is all about being remembered by using attention grabbing tricks i.e. Dogs, admirals and elephants.

Our research showed us that increasingly the competition's attempts to out shout each other meant they could not be heard. We seized the chance to differentiate ourselves. We recognised that the way to engage with people was not to shout at them as if they were stupid but instead talk to them as considered and intelligent human beings.

Our opportunity was to communicate the benefit of the product in a considered and intelligent tone of voice. We feature two mirrored cars on a blue and green background where the only difference is the price paid for the insurance (the prices depicted in a star burst above each car). All communications end with the line 'for cheaper insurance no one else compares'. With this approach we created an unlikely fusion - a brutally branded look and feel working in all media that also communicates the benefit of the product in a differentiating credible and trustworthy tone of voice.

In the first year we developed 2 TV commercials, 42 idents (to support Channel 4 drama), website design and digital. All of which follow the device of side by side green and blue and cars and stars. In the second year we produced an additional 5 commercials as well as radio, outdoor and additional press work.