Confused.com: Triggering the positive power of “system 2” thinking with mind tickling confusions

Confused.com, a price comparison website, launched national TV spots that immersed people in life's entertaining confusions to get people to re-engage with their confusion to steal share back from key competitors.

Summary

Why did we start keeping money in pigs?

How did the inventor of the clock know what time it was?

Why do we struggle to walk on broken escalators?

Now we've jolted you out of judging autopilot, you'll see how Planning used the same tactics to gain cut through in the Price Comparison Website (PCW) category.

Where business is won and lost on brand advertising and its ability to create awareness.

In 2022 spontaneous awareness for Confused.com had dropped to a 4-year low and they were losing market share to competitors.

We identified the challenge was to...

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Insights Team
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