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ADVERTISING CAMPAIGNS

Comparethemarket.com ‘Girder’

Agency: VCCP

Client: Comparethemarket.com

Comparethemarket.com, the online car insurance comparison site, is to run a new set of TV commercials created by its retained agency, VCCP.

The 30", 20" & 10" spots feature the voice of the actor, Martin Shaw and intensify the fact that the site is always striving to reduce its prices and has more insurance providers than ever before; timely as the credit crunch bites and consumers seek even better value from their insurers.

The creative remains true to the visual narrative from previous campaigns -  a halved screen; the blue half showing the usual available insurance price, the green, more animated half showing a greatly reduced price obtainable through comparethemarket.com.

The campaign has now developed a series of different executions, each depicting the graphic smashing of the previous best price, either by an iron girder, a trap door or a chain saw.

The voice over compliments the TV commercials 'now going even further to get your insurance lower' and 'for cheaper car insurance comparethemarket.com'.

TV is being supported by a heavyweight poster and press presence and signals comparethemarket.com's remit to be the leading online car insurance comparison site.

The company has already significantly increased its advertising spend for the coming year in response to the growing popularity of its site.

Marketing Director from comparethemarket.com, Mark Vile, said, "The TV campaign we have been running has proved hugely successful and we are building on this accomplishment with a new set of adverts that highlight our ability to offer consumers the most comprehensive and competitive prices in the market for car insurance."

Managing Director of VCCP, Cliff Hall, added, "The campaign is evolving creatively, lead by the visual narrative which continues to develop. The reassuring voice of Martin Shaw lends additional gravitas."

AJR
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