TBG won a competitive pitch against diffiniti, Quantum Media, Agency.com, and Mediacom to handle media planning, buying and creative for the online brand activity. The Search Works manage the moneysupermarket.com search account.
The push is an extension of offline work, aiming to get users interacting with the brand first and foremost, with boosting traffic a secondary goal. Previous online activity has been pure direct response, with the primary objective to drive traffic to the site. Moneysupermarket.com aims to get consumers thinking beyond its rates to its additional services and breadth of products, which include travel, shopping, broadband and mobile comparison.
The creative concept is based on a magnet depicting Moneysupermarket.com attracting multiple brands for comparison. The moneysupermarket.com logo will apear in the Skyscraper, which will synchronise with the banner pulling in other brand logos.
Simon Mansell, MD, TBG, said: “Online brand work is an interesting industry development for a pureplay online business, that has traditionally used direct response.” The agency, which has handled moneysupermarket.com direct response activity since December 2006, has three weeks from winning the activity to it going live on 18 July 2007. The campaign will run for at least six months.
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