Comparison Site Moneyfacts Launch Debut Television Campaign Targeting Senior Savers

Financial comparison sites have long found that advertising on television is an unrivalled way to build brand awareness in a highly saturated sector. Brand awareness is critical to driving conversion through the digital aspects of a campaign funnel. When a consumer is faced with two competing online ads they’ll likely click on the ad of the brand that feels the most familiar; and regular TV advertising keeps that brand’s identity at the front of a consumer’s mind. The same effect is true of brand-name search; television advertising can influence a consumer to Google the name of the brand they’ve most recently seen on television, versus making a generic long-tail query.

Competing comparison brands such as MoneySupermarket.com and MoneySavingExpert.com have traditionally cast wide nets to capture the full market, but Moneyfactscompare.co.uk has aimed its first campaign squarely at affluent savers, notably high-net-worth individuals over-50. The national campaign incorporates multiple Sky channels to reach an audience of mature homeowners and Telegraph readers, a demographic already tried and trusted by Moneyfacts Group for press campaigns.

The commercial positions Moneyfactscompare.co.uk as a straightforward, hard-working ‘underdog’, with a subtle nod to some of the recent tropes in financial services advertising. The spot’s creative message was developed by the client’s in-house marketing team, design and motion graphics produced by Hugh South at JMS Group.