Confused.com , part of the Admiral Group, is a UK financial services comparison website specializing in comparison of insurance and financial services. This website allows consumers to compare prices on various insurance and financial products, including car insurance, home insurance and life insurance.
Video Confused.com
History
Confused.com was launched in 2002, becoming the first car insurance comparison site in the UK. It is based in Cardiff, Wales with an office located near the headquarters of the Admiral Group. The Admiral Group hovered on the London Stock Exchange in September 2004, currently the only FTSE100 registered company headquartered in Wales.
Confused.com is governed by the Financial Conduct Authority.
Maps Confused.com
Management
Confused.com has experienced high-level churn management in recent years. At the top, set up Managing Director Kate Armstrong, an IT consultant from Sydney, retired from business in 2005, following the inaugural success of the Admiral Group. He was replaced by Deborah Williams who took control from 2005 to 2007. The business experienced expansive growth in this period with profits reaching Ã, Â £ 36 million in 2007. With some surprise levels the industry therefore received news of Williams's departure. to join a relatively unknown insurance broker. Williams was replaced by Carlton Hood in the newly created CEO position. The sector is shaken by breakthroughs Compare Market campaigns in 2009 and Confused.com, along with other established competitors to lose market share. Hood resigned unexpectedly in 2010 and was replaced by FD Group Kevin Chidwick as a temporary measure.
Chidwick remained in place until January 2012 and was replaced by Admiral Group's senior manager, Nic Weng Kan, followed by Martin Coriat. Coriat is MD of the French comparison site owned by Admiral LeLynx.fr until he took the position of CEO of Confused.com in October 2013.
The marketing department was under new management in July 2010 when Mike Hoban officially passed a six-month trial period and stepped into the role of marketing director. Prior to joining Confused.com, he spent 18 months as Director of Communications Directgov, helping to position their websites as 'official state websites'.
In August 2012, Mike Hoban resigned as marketing director and Joby Russell stepped into the role. After overseeing the launch of the 'Brian Robot' campaign and later toy promotions, Russell left the role in May 2015 to take on the role of CMO at the online real estate agent Purplebricks.com. By the end of 2015 Paul Troy is appointed CMO at Confused.com. Troy previously worked for Moneysupermarket between 2011 and 2013 where he created the campaign 'you become a money supermarket'.
In September 2017, Louise O'Shea was appointed CEO of Confused.com to take over from Martin Coriat who himself was appointed chief executive of the French Admiral LeLynx's comparison website. O'Shea was promoted to the CEO position of his role as finance director at Confused.com.
Awards
Confused.com has received numerous marketing and industry awards:
- Winner - Best internal team - 2014 European Search Awards
- Winner - Best system integration (category of marketing specialist) - UK Sitecore site this year from the year award
- Composite winners - Best financial services site (winner along with HSBC) in the financial services category - this year's Sitecore UK site, this year's awards
- Highly touted - Comparison site category what the Best Mortgage - personal finance award 2013/2014
- Winner - Marketing Excellence Award (PR category) - 'Driving in a heel campaign' - Chamber of Commerce Excellence of Excellence Wales South Wales 2013
- Winners - PR Awards - 'Driving in a heel campaign' - Canmol Marketing Awards 2012
- Winner - PR - 'Middle lane hoggers campaign' PR award - PR Moment Awards 2017
Ads
In the early years, Confused.com achieved success with a simple and repeating direct response ad format, in which a man with a megaphone screamed about what Confusing.com offered. This led to the longest Confused.com campaign, featuring simple cardboard props on a white background, then with a man and then a young man with a megaphone saying they were "So confused.com!" by the illustrated market. In the following years as a competitor of Moneysupermarket.com, Gocompare.com and Comparethemarket.com have entered the market, Confused.com has tried various ad vehicles. Nothing imitates the success of the original campaign and Confused.com has slipped from a market leader position to the fourth largest car insurance comparison site in the UK. The popularity of the company's 'Confused.com' slogan rose to prominence after the 2001 campaign success. A 2002 study by Webster showed that the slogan was the most used phrase in the third year behind 'Hey you' and 'Naughty Soldier'.
Then ads that contain real-life testimonials, showcase productive customers and social media users talk about their experiences while using the website, and display the simplicity of the website by explaining how it works.
Ads in early 2010 focused on the concept of regret and featured community members who bemoaned that they could buy something they wanted if they bought their car insurance through Confused.com.
In September 2010, Confused.com introduced the wildly animated "How To Confuse" version of the original company mascot that was present at the previous Confused.com logo. Inspiration for Creation The way comes from Kate Armstrong, founder and former managing director of Confused.com. The campaign uses the tagline, "it pays to become Confused.com". In February 2011 an advertisement began featuring Cara (voiced by West End star Louise Dearman) singing the Diana Ross song "Chain Reaction". Marketing Director Mike Hoban claims that this campaign has gained Confused.com 2 million subscribers since its launch.
On June 1, 2013, a campaign was launched featuring a robot named Brian, described as a mission to help people "save pounds". On December 24, 2014, an ad was launched in which the scrap merchant abducted Brian. Instead of melting it directly, they let it hang at night with magnets. However, his robot friends at the base received a distress call and went to help him. A few weeks later the next ad showed the same five co-robots, known as Herberts (Chief Herbert, Miss Herbert, Stunt Herbert, Clever Herbert, and Baby Herbert), went to help Brian. They stop the incinerator at the last moment, rescue Brian and continue the 'Brian' advertising campaign after they fix it. In 2015, an ad launches featuring Brian and Herberts dancing to "Jump on It!" promote the new Brian toys that are available by purchasing insurance through Confused.com. In early 2016, two more toys are launched, Miss Herbert and Stunt Herbert, with related campaigns showing both competing characters. On August 1, 2016, an ad featuring a Robot was removed for a new ad featuring James Corden and a car.
Sponsors
Confused.com has sponsored programs on ITV such as Ninja Warrior UK, Sunday Night on Palladium, Celebrity Squares and Catchphrase and The Simpsons on Sky 1. It also previously sponsored ITV National Weather.
See also
- Moneysupermarket.com
- Comparethemarket.com
- Motorway (comparison site)
- uSwitch
References
External links
- Official website
Source of the article : Wikipedia
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