Confused.com
"Create a campaign to entice more 17-25 year olds to buy car insurance from Confused.com"
Background
Everyone loves to shop around these days. However, it wasn’t always like that. In 2002, Confused.com launched the first price comparison site in the UK for car insurance. Since then we’ve gone from strength to strength, and you can now compare over 50 different services; from life insurance to credit cards and broadband.
As an online brand, we love technology and strive to be leaders in social media, apps and digital media in general. We are absolute experts in all things insurance across the business - from the marketers to the IT team.
We have less than 200 staff and an open dress code. That means you can wear flip flops to work if you wish! What’s more, our HQ is on one of the top streets for student nightlife in Cardiff.
So with all this in mind, it’s clear we’re a fun, young brand who always act on the side of the customer. However, any activity we do should always reinforce our expertise in all things insurance.
Target Audience
Please choose one key segment within the 17-25 market: full-time students, or those in full-time employment. We’d like the campaign to appeal to both males and females.
The Creative Challenge
We’d like you to create a campaign to entice more 17-25 year olds to buy car insurance from Confused.com.
The campaign would run for three months and you have an unlimited budget. The campaign can be limited to one media channel or a combination, keeping in mind the media used by the target audience. You’re free to offer incentive to purchase, create an app, a website or a TV campaign... the sky’s the limit.
When coming up with your ideas, keep in mind what the barriers to buying car insurance could be for this audience. This could include the cost of running a car, perceived cost of insurance etc. Consider how you can get past these.
Response to the Brief
by Laura Whittle, Samantha Scaldwell & Nicola Maudsley
Television Advertisement Scamp
Smart Phone App Scamp
Radio Jingle
