How Confused.com drew on Binet & Field to deliver long-term brand success

Brian Carruthers

Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign, while also driving short-term results with activation efforts.

Confused.com has been on a roller coaster of a journey over the past three years, according to Sam Day, its chief marketing officer.

When Day joined the price comparison website in early 2018, the business was at a low ebb: market share was down, profits were down and an ad campaign featuring James Corden, the actor and TV host, wasn’t working. Or, at least, wasn’t working as hoped: prompted awareness stood at 90% but spontaneous awareness was down around 22%.

“We had a brand linkage problem,” Day recalled at the Festival of Marketing’s The Bottom Line virtual event...

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