Interview with Fiona Creedon of Confused.com

Written by Karen Bryan

confused logo Interview with Fiona Creedon of Confused.comFiona Creedon, Head of Advertising at Confused.com answers some questions about the company’s advertising strategy. Confused.com are gold sponsors of the Write on Finance Blog Up #2 in London which takes place over the weekend 16-17 March 2013.

Can you please give us a brief history of Confused.com

Confused.com is a price comparison site that compares prices on products that range from car insurance & home insurance to broadband & credit cards. Based in Cardiff, it was funded in 2002 and employs over 160 people.

What is the main message that you are trying to get over in your TV ads?

Confused.com is currently promoting its partnership with Nectar offering Double Points on purchases of Car insurance. The adverts feature Cara and her friends on a farm singing about the benefits of using Confused.com. The advert’s purpose is to keep Confused.com in the customer’s mind when they go online to buy car insurance.

Which Confused.com TV ad has been the most successful?

Our current campaign has been very successful for Confused.com. Our use of a familiar tune, our fun animation and our partnership with Nectar have provided us with a winning formula.

Are Confused.com TV ads usually conceived in isolation, or as part of one campaign across radio, print media and social media?

In an ideal world TV adverts are conceived and created in conjunction with other marketing channels. Our current campaign evolved over time, starting with Cara talking to camera and developing to its current singing incarnation. Our marketing mix has evolved in line with the TV adverts to  include more activity from digital channels such as display, email & social media.

Has the budget for TV ads shrunk over the last three years, as more money has been spent on social media?

The budget on TV remains substantial in Confused.com and across the price comparison industry. It is still our key marketing channel and is likely to remain so for the foreseeable future. We have seen  more of a focus on social media over the past 18 months and it is strongly positioned within our marketing mix. As social media is a relatively cheap media channel, it’s growth hasn’t influenced TV budgets.

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