Online car insurance giant confused.com is offering consumers who buy car insurance the chance to win one of eight cars in a competition that stretches over 8 weeks.
Confused.com is one of the largest online comparison sites, along with Moneysupermarket.com, Gocompare and the Meerkat-loving Comparethemarket.com.
Competition is fierce amongst these sites with Confused spending 70% of its turnover on marketing activities, principally TV advertising and Pay Per Click activity on search engines, according to CEO Carlton Hood.
Mr Hood said: “Advertising spend on television takes away market share. We are now in a war of attrition and he who shouts loudest stands out.”
He said that Confused, which has a workforce of 150 – a rise of 60 over the past year – had worked at reinventing itself over the past 18 months.
Having benefited from the high-profit “golden age” of the industry, Mr Hood said that Confused – having created the model and delivered results – had ceased to be inventive.
The new ‘free car’ marketing message might seem expensive, but with a £50 million pound marketing budget not unusual for price comparison sites, if it works it will be money well spent for Confused.