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Confusion Leads to Confidence in Confused.com’s Dream-like Campaign

07/09/2021
Consultants
London, UK
174
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‘Worlds of Confusion’ from Karmarama encourages consumers to face their confusions to resolve some of life’s little mysteries

Confused.com is helping consumers resolve some of life’s common confusions in a new campaign by Karmarama, part of Accenture Interactive. 

“Worlds of Confusion” builds on Confused.com’s successful confusion-to-clarity brand platform and shows how when you face your confusion you end up gaining a sense of confidence.

With a surreal, dream-like quality, a series of films ventures inside the minds of people as they consider conundrums like whether to use ‘affect’ or ‘effect’, or the differences between alligators and crocodiles. In each execution, once they face their confusion, they end up finding clarity. Each film features the iconic blue classic Mercedes and viewers should also keep an eye out for the very first appearance of a guitarist giving visual life to the famous Confused.com riff, taken from the Link Wray track ‘Rumble’.

The films were produced by MJZ and directed by Nicolai Fuglsig, who was behind the legendary Sony Bravia ‘Balls’ film.

Karmarama, part of Accenture Interactive, devised ‘Worlds of Confusion’ following a brief to build on the success of the existing confusion-to-clarity brand platform. The creative, which focuses on both the overall brand and the savings Confused.com can deliver on car insurance, was developed around insights into how humans make decisions. It highlights the fact that confusion can play a valuable role in life if it is faced and worked through, eventually leading to clarity, with Confused.com on hand to help.

Since Karmarama introduced ‘Confusion to Clarity’ in 2018, Confused.com has seen a substantial increase in spontaneous awareness, also taking second place in the total share of the car insurance comparison market, up from fourth.

Samuel Day, chief marketing officer at Confused.com, said: “Life is full of everyday confusions, and we wanted to take these potential challenges and position them as a force for good, showing that there can be value in questioning things. It’s what Confused.com prides itself in doing, day in, day out. We want people to be confident when it comes to resolving common confusions and celebrate the feel-good factor of overcoming everyday challenges.”

Nik Studzinski, chief creative officer at Karmarama, part of Accenture Interactive, said: “Confusion. It affects us all (or should that be effects?). Our latest campaign for Confused.com is a glimpse into the journey we all go on when we find ourselves a little confused and the feeling of clarity that often follows when you find the answer (no, it’s definitely affects).”

The campaign launches on TV on 6th September, and also includes cinema, radio, digital and social activity, which will roll out over the coming months in the UK.


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