Mass push for USwitch, the online comparison and switching service, is launching a new advertising strategy as it seeks to establish itself as a household name.

It will air a new TV ad campaign on Boxing Day in its first mass-market advertising assault. The campaign is based around a gospel choir dressed in blue sequinned outfits and singing the tagline "U gotta switch".

USwitch marketing director Barry Holloway says: "This is a bold step for us. While we have used TV in the past, it has been as a direct-response tool. Awareness of comparison sites has grown rapidly so now we need to build our brand awareness.

"The advertising will make people sit up and think about how much they could save by switching."

The campaign has been created by Miles Calcraft Briginshaw Duffy. The agency was appointed to handle the £3m advertising business earlier this year (MW April 27).

Starcom Direct handled planning and buying.


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