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Confused.com re-launches with new brand characters


Aggregator site Confused.com has dropped their old character and branding, and it relaunching their website and brand.

The first advertisement featuring the new brand is due to air on the 1st of June. The new character is Brian the robot (pictured below), and the ads feature Brian in a number of situations trying to find ways to help people save money on their car insurance.

Cara, the soon to be old character (pictured above), has featured in the brands advertisements since 2010. Confused.com was launched in 2002, and aims to help users find the cheapest insurance quote out of hundreds of companies.

Joby Russell, marketing director at Confused.com said Cara worked as a logo but didn’t work as an ‘ad icon’ that the business needed. The company is taking inspiration from Compare The Market’s Meerkets and GoCompare’s Gio Compario – the infamous opera singer.

The new branding hopes to tap into the nostalgia people have for 80s TV and films such as Metal Mickey and Short Circuit.

Mr Russell also said the TV ads and social media activity will support the new positioning, which is about ‘speed, precision, accuracy and value’.

The Confused.com website will also be redesigned. The site will feature new functionality such as a new ‘Quick Quote’ function which will provide customers with a quote with just their vehicle registration number and their email address.

The company will also launch a new logo.

 

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