How a return to purpose helped Confused.com reclaim its place amongst the comparison giants

Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.

Campaign details

Brand: Confused.comAdvertiser: Confused.comEntrants: Karmarama, PHD Media, and EbiquityPrincipal authors: Dan Cameron, Karmarama; Nick Bateman, PHD; Tim Fisher, Ebiquity; Gareth George, Confused.com

1. Introduction

Nearly 20 years ago, Confused.com founded the price comparison website (PCW) category that put the consumer in charge when it came to finding the right insurance deal.

But its early success was double-edged, and by 2018, heavyweight competitors had seized the opportunity and built a category around their own rules. Their communications had come to dominate not only the category but the UK advertising landscape, and...

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