Confused.com unveils new marketing campaign and brand icon – BRIAN the robot
Confused.com is launching a multi-million pound advertising campaign introducing new brand icon BRIAN, the fastest insurance comparison robot in the world.
The campaign has been created by Publicis London and is part of a wider brand overhaul by the insurance comparison site. The refresh includes a new corporate identity, including a new logo and website, and sees it position itself firmly as the UK’s insurance experts.
BRIAN is the embodiment of Confused.com, a technologically advanced, uber-enthusiastic robot on a mission to help customers save money on their insurance.
However, his attempts to help people and integrate with them are hampered by his limited social skills – his understanding of people is limited to what he has learnt online, meaning that sometimes he is enthusiastic at the wrong time or in the wrong place.
The integrated campaign kicks off with a 40” TV spot, ‘Lab’, during the semi-final of Britain’s Got Talent on Saturday, June 1st.
It sees the birth of BRIAN, from his design and build, through to his eventual release into the wider world to save the consumers of Britain money on their insurance.
Further executions will run through the year and TV activity will be backed by radio, press, outdoor, digital and PR. Social and digital elements include pages on Facebook, Twitter and YouTube, as well as Instagram, Tumblr and Google+, where followers will be able to find out more about BRIAN and see the world through his eyes.
The activity aims to underline Confused.com’s credentials as insurance specialists, and reassure customers that they will get the best deal for them because of its expertise for all types of insurance, including motor, home, life, pet and travel.
The updated brand reflects the company’s successful position as a highly-differentiated, social-integrated and customer-focused company. It is the result of an intensive design and creative process and will appear across all customer-facing platforms, as well as all advertising and social media.
Fiona Creedon, Head of Advertising at Confused.com, says: “We are really excited to be launching our new marketing campaign, particularly so by the introduction of BRIAN. We want our customers to understand that insurance can be something that is simple and easy to grasp, and if they use a comparison site they could be saving themselves money.
“BRIAN the robot embodies the expertise of Confused.com and his singular mission is to save customers money on their insurance. We hope our customers will enjoy getting to know BRIAN’s unique personality and finding out more about him as he ventures out into the world.
“BRIAN plays a key part in Confused.com’s brand repositioning as the insurance expert. BRIAN the robot is the ultimate expert and his mission is to carry on helping customers save money in the fastest and most efficient manner.
“Through the introduction of BRIAN, we wanted our above-the-line and social channels to create an interesting backstory for customers to engage with whilst also providing an in-depth understanding about Confused.com and how we came about.
“We hope that through our new brand character BRIAN, not only can we help people compare insurance and save money easily, we can also help fuel the success and growth of online comparison in general.”
Publicis London Managing Director Will Arnold-Baker says: “The process of working with Confused.com to develop BRIAN has already been a great partnership. Now he’s finally making his debut and we’re looking forward to many more chapters in his mission to save customers money on their insurance.”