comparethemarket.com, the online car insurance comparison site, is to run a new set of TV commercials created by its retained agency, VCCP. The campaign starts during the first week of September and runs across a cornucopia of channels.
The theme of the 20 and 30 second commercials revolves around not being wedded to your renewal quotes and features a bride in her wedding dress looking quizzically at her renewal quote wondering whether she is making the right decision. Her background is the customary unfavourable blue side of a www.comparethemarket.com ad. The opposite side, with the green background, shows several cars descending to the ground each with a better quote than the bride already holds. She then walks from the blue side to the green and marries a car and its impressive and cheaper insurance quote. The voice over then explains that with the exclusive deals at comparethemarket.com you are more likely to find the deal that is right for you.
The creative remains true to the visual narrative from previous campaigns - a halved screen; the blue half showing the usual available insurance price, the green, more animated half showing a greatly reduced price obtainable through comparethemarket.com. However, there is now greater emphasis to the fact that the brand has exclusive deals that can not be found anywhere else.
Mark Vile, Marketing Director from comparethemarket.com, said: “The TV campaign reflects most consumers’ uncertainty about whether the insurance quote they have is the best available. We aim to encourage them to think long and hard about such an important decision and not to become ‘wed’ to their long time insurance company.”
END
For more information, please contact
