Feb
13
Confused Million - Confused.com Million Pound Giveaway
Filed Under Insurance Aggregators, Marketing Insurance |
Confused have pulled the ultimate marketing stunt - £1,000,000 to one lucky winner. One million pounds is a lot of money - just to fill out a car insurance form. You actually get two chances to win (once for home insurance, once for car insurance) and the details you provide obviously have to be accurate.
A few interesting points in the Ts&Cs:
- You can obtain the winner’s name and county of residence by sending a stamped self-addressed envelope to us at Confused.com
- Entries submitted through agents or third parties or in bulk will be ineligible
- Employees/former employees … of Admiral Group Plc are not eligible to enter this prize draw.
- The winner may be required, on an unpaid basis, to attend press conferences and other promotional events
- The draw does not include motor or home insurance quotes made on other web sites that are powered by Confused.com.
- We may use the information you supply us with for letting you know about:
- Our newsletter
- New product launches
- Reminder about our service next year
- Future surveys/research
- Personalised price update information in time for the next renewal
- Contact by
- post
- telephone
- SMS
It’s still a cracking deal and I’m sure they’ll start marketing it properly soon - nothing on widespread media yet. That will sure test their systems and servers (and will likely take out many of the smaller brokers at the backend).
So, how can they afford this? Well, don’t forget, they’re owned by Admiral - no shortage there. What about the benefits to Confused:
- Cross-Sell to other/new products
- Re-Sale of leads to other parties such as CallConnection and LeadX
- Sale of customer data to third parties (e.g. high earners such as gambling sites, adult sites, loans, mortgages, credit cards)
- Customer Data for increased company worth
- Customer ownership (additional marketing clout to make sure they remain leaders in the car insurance market)
- Inbound links (this stunt is likely to increase ‘white-hat’ IBLs, no doubt encouraged by Neutralize)
- To crush one of their competitors, GoCompare, who have recently received a massive Google penalty
- As a sign of defiance to the latest FSA investigations
View the confused tv advert.
Comments
15 Comments so far
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@George
See now what you’ve done there is post a thread about something unrelated to SEO. They don’t like that much
“Employees/former employees …of Admiral Group Plc are not eligible to enter this prize draw.”
That knocks out GoCompare then
Imagine the amount of crap leads that this will generate for all of the insurers on its panel if every Tom, Dick and George gets a quote for a slim chance to win.
Did you guys see the GoCompare article on the Hitwise blog? (its on Sphinn if not) Its a good overview of the traffic they lost when penalised.
@Creased
Yeah, you have to imagine that they are going to generate a whole load of completely worthless leads…
That said though, we have to assume that they have got a cast iron CRM strategy in place so any dross that does come through will be easily identified, leaving a whole lot of valuable data behind.
I look forward to see how it is marketed, inertia is rife, and I think to make a campaign like this successful they need to get people seeking quotes irrespective of any intention to renew a policy. That might not be so easy, million pounds or not.
Does anyone have any stats on the “general” traffic affect this has had on GoCompare? The Hitwise figures show only in relation to the term “car insurance”. It would be interesting to see how their general traffic has changed, by source, to see if it has affected their TV advertising, PPC campaigns and so on.
@Ernest I have got some figures, drop me an e-mail and I will forward to you…
faorichard@gmail.com
To be honest, it is not as pronounced as you might think though.
Agree with most of you say, but not the re-selling data stuff - have a look at their privacy statement - they state pretty strongly they don’t sell personal data.
I’m guessing GoCompare are losing a massive amount of traffic, considering its the car insurance seasonsality peak right now
(Theres even speculation that Google deliberately penalised them at this peak)
Has anyone noticed that Kwik Fit has suffered the same treatment as GoCompare? It was creeping nicely up the ‘car insurance’ ladder and briefly touched the top 10 - now its 60+ for this term.
The KwikFit Insurance site appears penalised, however the main Kwik-Fit.com domain for car repairs etc appears fine. Do a search for ‘Kwik Fit Car Insurance’ and nothing is in the natural listings.
I thought they had been using the same per-per-post approach as GC - but nowhere near the same volumes.
On the subject of GC, with all of the articles flying around regarding their penalisation Kevin must be pleased they are getting lots of natural links - maybe it’ll help their return?
i’ve been reliable informed that confused have seen no increase in car volume and that GC has not seen a decrease (apart from the obvious loss of quotes from Google blacklisting).
Also i believe Kwik fit are customers of Latitude… isnt that who do GC seo??
So let me get this straight Kwik Fit insurance penalised (can’t find their brand search) is seo’d by Latitude and Go Compare also penalised last month again seo’d by Latitude.
So if you’re a big brand and you want to make sure you cannot be spotted on google Latitude are definately the firm to use!?
Not the greatest accolade for the firm that thinks it’s one of the UK’s biggest/best. Classic example of talk is cheap.
I’ve just seen the Confused ‘Win a Million’ advert. It even says ‘Get a quote… even if your insurance isn’t due.’ Plus a joke about the fact employees can’t enter. Pretty textbook stuff tho.
done quotation yesterday and when it comes to end says press submit?don’t know if my quotation through to competition or what?and no quote on e-mail?
Where’s submit on laypout?or what do you do to submit quotation/enter competition?
Wow Id like to win a million pounds that would change my life for sure
I used confused after seeing the ad on tv to obtain an insurance quote, but went with a deal offered by gocompare. Every aggregator site came back with different prices, so i used them all out of curiosity to get the cheapest. (Swift)
who won the one million pound giveaway