Integrated agency DCH has created a new TV ad campaign featuring Dragon’s Den business guru Peter Jones, for moneysupermarket.com.
The £14m push consists of six executions, the first two launching in July, with four further ads and supporting multi-media elements to be developed throughout 2009.
The first ad sees a return to the original brand concept of a virtual supermarket, this time guided by Dragon’s Den star Peter Jones.
He pushes a trolley around the aisles as he appeals to consumer’s economic concerns: “In times like these we all need to find ways to save on our household bills. moneysupermarket.com is an online supermarket for everything to do with money.”
He picks up two products and adds, “Here you get to compare a huge range of products, and there are deals you won’t find anywhere else. That’s why more people come to moneysupermarket.com than anywhere else – making it the number one price comparison site.”
It then cuts to the moneysupermarket.com logo, and the end frame pops up with Jones saying, “I’m in – shouldn’t you be?”
DCH was briefed to create a campaign that showcased moneysupermarket.com as the best price comparison site, communicating the huge range of choice across product fields, and the fact that there are exclusive deals to be found there.
The work aims to convey the key moneysupermarket.com proposition - that it will find the right financial product for you at the best possible price.
It targets the wide spectrum of adults plagued by inertia, who don’t grasp the value of the potential savings they could make via moneysupermarket.com, to reduce household bills.