Shaken & Stirred - Influential Brand Profiling and Positioning

New ad from Karmarama with James Corden, the first car insurance comparison site, will once again lead the industry as it announces plans to be a one-stop, money-saving shop for Britain’s 45.5 million motorists.

The company has taken the category to the next level by specialising in car savings – simplifying its proposition by focusing solely on drivers, to champion consumer rights and road safety.

With an estimated combined revenue of £800m,  the price comparison sector is one of the UK’s biggest advertisers, with a 12% increase in ad spend to £120m in 2015.   A marketing war has led to diversification of products among the industry, including telecoms and energy savings. However, with over two thirds of consumers now researching an insurance product using a price comparison site, the sector faces a major challenge as consumers struggle to differentiate between them.

To mark its brand new focus on drivers, has called upon James Corden to steer the way forward in their latest TV ad, to be aired on 3rd August.

The new campaign, created by advertising agency Karmarama, sees the British actor enjoy a miraculous run of luck, with every set of traffic lights turning green. Through this appreciation of the uncelebrated wins of driving, is setting its stall out to be the ultimate destination for every driver looking for a win on all aspects of buying, selling and running a car.

Since taking America by storm as the new host of CBS’s The Late Late Show in March 2015, Corden has become the most famous driver in the world, with a staggering 1.5 billion views on YouTube.

And now he will help overtake their rivals to become the UK’s leading car savings site.

In addition to the launch of’s new ad, a fully-integrated marketing campaign and a number of national media partnerships will be announced in August – including sponsorship of Drivetime across the Heart network.  It has also launched a new range of motoring products covering MOT & service comparison, car buying and selling.

The ‘driver wins’ campaign championing the motorist is being spearheaded by recently-appointed CMO Paul Troy.  In December 2015, Troy was brought in “to disrupt the market”, and today unveils the company’s new ad and market position.

Commenting on the campaign, Paul Troy, CMO of said:

“It’s time to lead the insurance price comparison industry again by championing drivers and creating wins for them with more car savings than anyone else. As the first price comparison website, revolutionised the way we search for the best deal. This has saved Brits hundreds of millions of pounds over the years.

“Drivers need better products and savings from the insurance industry, and we will be championing consumer rights and savings for our customers.

“We’ve decided to move away from gimmicks and go back to our roots, providing car savings to our millions of customers”.

“We’re really excited to launch this new campaign for It marks a big shift, strategically and creatively, from where the business has been before. And in this incredibly competitive category, you need a creative idea with real substance to separate yourself from the rest of the pack. We have that, as well as one of the biggest stars of the moment – James Corden.”