1. THE POWER OF ASKING
On a mission to make Confused.com no. 1
Phinnitcha Jiranithiroj | Evelyn Zhang Yiwen | He Ye | Vaishnavi Rajendran | Anthony Nakandalage

2. What’s the problem?
• First to market
• 16% market share
• Leader in organic search

3. …in a commodity
market mindfulness
is king
This is more….
…memorable than this

4. Brian the TOY to Brian the MAN
Confident
Engaged
Honest
…and always relevant

5. BRAND STRATEGY

6. Why we exist
to provide customers with
the most actionable
insurance advice in the
market.
Our purpose…

7. Essence of brand
Engaged
Experts
“We care because you don’t
have time to”
Uniquely and consistently

8. BRAND RESPONSES

9. Personality
Pioneering
Honest
Witty

10. Value
Expert
Quick
Relevant

11. Emotional
Relieved
Comfort
Happy

12. Benefit
Easy
Effective
Saving

13. Tone
Lean-In
Speak and act with
confidence
Relevant and
…in step with popular culture
Our voice and demeanour

14. CUSTOMER SEGMENT

15. The
Cautious
Investor
The
Avid
Geek
The
Rushed
Pragmatist

16. The Rushed Pragmatist
Insurance as a commodity and low risk
Not worth exploring or over analysing
Bias to online accompanied shopping
Inclined to use one price comparison
website (PCW)
…PCWs are largely the same

17. Our story
Every good conversation starts
with good listening. We are
committed to your conversation
and on your terms.
With a promise to always be
relevant
Foundations of brand
and growth

18. The Brand
Essence
We care because you
don’t have time to
The Promise
Always relevant
Tone
Lean In with
confidence
Customers
Serving those who are
time poor
Benefits
Always enhancing the
insurance engagement

19. COMMUNICATION STRATEGY

20. Who is our customer?
Busy metropolitan professional
24 – 40 [epicentre]
Time conscious
Wants job done with minimum
effort

21. Confused.com
provides the harried
professional with
the most actionable
advice than any other
PCW.
Quick
Painless
Efficient

22. front of the mind | reinforce the brand | increase brand equity

23. BRIAN
Ensure that when you think about insurance, you think about…

24. #JustaskBrian
memorable | meaningful | likable | evocative | adaptable | attention | action

25. Billboards TV Ads
Radio Print
Cinema
Social Media

30. Financials – Media Cost – 23.9m
Total Sales and Marketing Expenses
(GBP) Year 1 Year 2 Year 3 Year 4 Year 5
Ads (TV, Traditional & SMART, Youtube,
Netflix) 4,380,000 2,920,000 1,460,000 219,000 219,000
Promotional, Websites, Tweets,
Facebook, blog,
e-marketing, email, Billboards, radio 3,120,000 1,560,000 1,560,000 1,040,000 1,040,000
Shows (Film cinema) 3,900,000 975,000 487,500 487,500 243,750
Print (Magazines) 125,000 125,000 75,000 2,000 2,000
Seminar (Exhibitions, road shows) 5,000 5,000 2,500
Mailing 2,000 2,000
Total 11,532,000 5,587,000 3,585,000 1,748,500 1,504,750

31. #JustaskBrian
THANK YOU

32. Appendix

33. Internet TV user age profile in Great Britain 2013
Distribution of internet TV users in Great Britain in 2013, by age group
Source: International Publishers Association; ID 416492
Note: Great Britain; July to November 2013; 15 years and older; 5,000*
16.9%
18.8%
17%
18.9%
14%
8.1%
6.4%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
15-24 25-34 35-44 45-54 55-64 65-74 75+
Shareofweeklyusers
Further information regarding this statistic can be found on page 8.

34. Leading TV broadcasters in the United Kingdom (UK) 2014, by audience share
Leading TV broadcasters in the United Kingdom (UK) in 2014, by
audience share*
Source: BARB; ID 269983
Note: United Kingdom
33.15%
21.99%
10.53%
8.28%
5.92%
4.89%
4.52%
2.12%
1.09%
1.05%
0.97%
0.91%
0.78%
0.78%
0.66%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
BBC
ITV
Channel 4
BSkyB
Channel 5
UK Channel Mgt
Others
Discovery Ltd.
Walt Disney Co Ltd.
CSC Media Group
Turner BSE Ltd.
Nickelodeon
Entertainment Networks
CBS ChelloZone
Comedy Central
Share of audience*
Further information regarding this statistic can be found on page 8.

35. TV advertising spend growth in the United Kingdom (UK) 2015
Total television advertising spend growth in the United Kingdom (UK) in
H1 2015
Source: BARB; Thinkbox; ID 486651
Note: United Kingdom; 2014 to 2015
25%
22%
13%
12%
9%
8%
7% 7%
6%
4%
2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Household
equipment &
DIY
Household
FMCG
Online
business
Food Finance Motors Entertainment
& leisure
Telecoms Cosmetics &
PC
Other Travel &
transport
Adspendgrowth
Further information regarding this statistic can be found on page 8.

36. Reasons for interacting with smart TV ads in the United Kingdom (UK) 2015
Reasons for interacting with smart TV ads in the United Kingdom (UK) in
2015
Source: smartclip; Nielsen; LG Electronics; ID 487205
Note: United Kingdom; August 2015; 400 Respondents
56%
56%
32%
17%
12%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
The ad was for a product I was interested in buying
The ad was for a brand I have seen advertised before
The ad had a promotion or special deal that I was interested in
The ad looked nice
The ad caught my attention
Share of respondents
Further information regarding this statistic can be found on page 8.

37. Frequency of watching traditional TV programs in the United Kingdom (UK) 2015
Frequency of watching traditional TV programs in the United Kingdom
(UK) in 2015
Source: smartclip; Nielsen; LG Electronics; ID 487095
Note: United Kingdom; August 2015; 700*
56%
28%
15%
70%
18%
12%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Several times per day
Once a day
Not daily
Share of respondents
Non-smart TV/traditional TV owners Smart TV owners
Further information regarding this statistic can be found on page 8.

38. Smart TV owners in the United Kingdom (UK) Q3 2015, by age group
Smart TV owners in the United Kingdom (UK) in 3rd quarter 2015, by age
group
Source: Decipher; ID 504930
Note: United Kingdom; September 2-6, 2015; 16 years and older; 2,659 Respondents; UK online population
3%
12%
21%
18%
15%
31%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
16-17
18-24
25-34
35-44
45-54
55+
Share of respondents
Further information regarding this statistic can be found on page 8.

39. Number of TV ads seen daily per person in the United Kingdom (UK) 2008-2014
Number of television advertisements seen daily per individual in the
United Kingdom (UK) from 2008 to 2014
Source: BARB; Thinkbox; ID 275546
Note: United Kingdom; 2008 to 2014; individuals
42
43
46
47 47 47
45
0
5
10
15
20
25
30
35
40
45
50
2008 2009 2010 2011 2012 2013 2014
Advertisementsseen
Further information regarding this statistic can be found on page 8.