Confused.com will be hoping to reclaim the top spot in the fiercely competitive price comparison market with a new campaign staring Cara, its animated logo.
A new television advertisement starring the character will launch on Saturday (11 September) during the X Factor on ITV1.
Mike Hoban, who was hired as the comparison sites’ first chief marketing officer in July, says the campaign aims to put the site front of mind.
“Confused.com was the UK’s first price comparison website to offer car insurance and this new campaign will remind consumers that Confused.com is the first site to think of if they want a cheap deal on their car insurance.”
The new ads mark a departure from Confused.com’s recent campaign, which featured stories of people who could have bought discretionary items such as a guitar with the money they would have saved by using the comparison site.
The new push comes just weeks after parent Admiral Group admitted it had lost its lead in the sector to GoCompare.
The two have been locked in a battle alongside rivals Comparethemarket and Moneysupermarket for share and all have launched high-profile ad campaigns with colourful brand characters to differentiate themselves.
Competition has led to significant outlay. GoCompare spent £28.15m on advertising featuring opera singer Gio Compario in the year to August 1, according to Nielsen, while Confused.com spent £22.5m.
Comparethemarket, with the popular Meerkat character spent £16.4m, while Moneysupermarket spent £24m.
The new Confused.com ads were created in-house in collaboration with New York animators Hornet.