Moneysupermarket.com has launched the next phase of its advertising campaign by MCBD featuring comedian Omid Djalili.
The latest execution, which continues the theme of British people’s embarrassment at haggling, sees Omid hijack the position of a high-street bank cashier who is presenting only two savings options to a frustrated customer
Omid offers the woman a third option – moneysupermarket.com – whilst hurrying her out of the bank to ‘set her free’, setting off the bank’s security alarm and grabbing another customer (who is perusing a credit card leaflet) in the process.
Omid flags-up the absurdity of not comparing financial products such as savings accounts and credit cards, and positions moneysupermarket.com as the antidote, finding you the best deal so you don’t need to haggle.
The spot is targeted at consumers who might use a price comparison site for car insurance, but who wouldn’t think to use one for a new savings account, credit card or other money product.
It supports the brand’s new positioning as the place to go to save money on everything in life – from car insurance to TVs - and promises consumers ‘a great deal easier’.
Only 7% of the population currently use price comparison sites for buying financial products (versus c.35% for car insurance), according to moneysupermarket.com
The series of moneysupermarket.com ads see Omid who is British, but whose family is originally from the Middle East, contrast British reserve with the Middle Eastern approach where price negotiation is embedded in the culture.