MoneySuperMarket offers public chance to drive first mind-controlled car

MoneySuperMarket is launching a campaign that will give a member of the public an opportunity to drive the first mind-controlled electric car as it looks to build on its “Epic” positioning and drive brand awareness.

The digital campaign is fronted by former Countdown presenter Carol Vorderman. In a video available on YouTube, she is shown road testing the car around a laser track.

The video encourages the public to enter their details for a chance to drive the vehicle at an event on Thursday (16 July).

Speaking to Marketing Week, MoneySuperMarket’s head of digital David Harling dismissed the idea that the campaign could be seen as a gimmick. Instead, he said the campaign was an opportunity for the brand to stand out and remain front of mind in a hugely competitive market.

The aim is to push its car insurance product by getting people to think about driving safely, as well as position the brand as fun, innovative and different.

“Car insurance as a vertical has become hugely competitive, not just for price comparison sites but direct providers. The ‘Epic Mind Drive’ can deliver something that keeps MoneySuperMarket in the lens of being innovative and from a digital standpoint push safe driving and how that impacts your premium,” he said.

“We had an incredible amount of fun doing it, it is intended to be different, to show the ‘epic’ side of the brand.”

The campaign fits with MoneySuperMarket’s wider “Epic” messaging, which includes its current TV ad, dubbed “Epic Strut”, that features a man walking down the street in heels and tight shorts having saved money on his car insurance.

Harling said MoneySuperMarket believes that message represents the “nature of the brand”, although he acknowledges that its ad campaigns can “split the nation”.

“We put campaigns out that we believe represent the nature of the brand, drive awareness and put us front of mind. We have got to stand out and do something different and the moment you do that you can split the nation.

“The only way to please everyone is to be safe and advertising is not about being safe especially in a competitive market like ours. We are mindful that what we put out will not resonate with everyone but we are comfortable and confident that what we put represents our brand and reaches the right audience,” he said.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here