Confused.com repositions to emphasise expertise with new brand mascot

Confused.com is to launch a multi-million-pound repositioning campaign as it attempts to align its above- and below-the-line work.

Brian: Confused.com's new brand mascot
Brian: Confused.com's new brand mascot

The insurance price comparison website will focus on emphasising its quality in the competitive sector with the launch of new brand mascot Brian the robot this weekend in an advert during Britain's Got Talent.

The move comes after the company switched from Cake to Ogilvy PR earlier this month as it sought to further integrate its PR, content and social offer.

It is understood that among other things Ogilvy will be focusing on experiential work around the launch.

Sharon Flaherty, head of PR and content at Confused.com, said that the rebrand would help emphasise the company’s heritage, which stretches back to 2002.

‘In the past we talked a lot about car insurance, whereas now we want to focus more on emphasising the level of expertise we have.

'Below-the-line work and the content we have, which has focused more in terms of our expertise, will be more matched with this campaign. We are experts and we were first on the market, which will be reflected more.’

The new campaign is set to be integrated across all channels, including social and digital elements.

These include pages on Facebook, Twitter and YouTube, as well as Instagram and Google+.

Flaherty added that the character of Brian, described in a press release as ‘a technically advanced, uber-enthusiastic robot’, would have more of a story than previous brand mascot Cara.

‘It’s about getting people to learn to engage with that character, who will be developed over time in a way that hadn’t happened with Cara,’ she said.

PRWeek revealed this week that Comparethemarket.com, whose brand character is meerkat Aleksandr Orlov, had switched from Good Relations to Freud Communications.

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