Confused.com promotes ‘witty’ alternative to ‘traditional’ festive ads
Confused.com is entering the festive advertising fray with what it claims is a “witty” alternative to the “traditional fairytale” adverts shown at Christmas as it looks to amplify awareness at a time usually dominated by retailers.
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The price comparison site is launching 10 adverts, featuring brand mascot Brian the Robot, that revolve around humorous moments from an office Christmas party. It riffs on stereotypical rituals from the annual event including cheeky moments on the photocopier and the obligatory “Secret Santa” present exchange.
It will be supported by Facebook and YouTube activty as well as promotions on Instagram, and Google+. Viewers wil also be encouraged to discuss the adverts on Twitter using the #BriantheRobot hashtag.
The campaign, created by Publicis London, runs throughout December with the business hoping it “lightens up” viewers’ Christmas TV viewing.
Joby Russell, marketing director at Confused.com, says: “At this time of year, our TV screens are flooded with festive-themed adverts, talking about the magic and wonder of Christmas. However, we wanted to give our customers something different, a little bit of light-hearted humour to help enjoy the holidays – and what better way to do so than watching Brian the Robot enjoy his first office Christmas party.”
The Christmas-themed campaign marks an unusual step from a price comparison portal. Confused.com along with its rivals normally rein in their above-the-line activty over the period, which is traditionally flooded with adverts from supermarkets and retail brands.
