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Challenges
Compare the Market wanted to broaden the reach of its Car and Home & Contents Insurance messaging by extending into Connected TV, connecting with more Australians while they were immersed in long form content. The objective was to reinforce the brand's position as the simple way to compare insurance options with confidence, while building stronger awareness and consideration among consumers approaching important insurance decisions.
Working alongside Compare the Market's existing activity, GumGum helped extend the brand's reach and reinforce its core proposition in highly attentive viewing moments. Rather than relying solely on moments of active insurance research, the campaign recognised that receptiveness exists across a much broader range of viewing experiences. By appearing within engaging content, Compare the Market had the opportunity to build meaningful brand connections well before consumers entered the comparison journey.
Methodology & Strategy
Compare the Market partnered with GumGum to bring its Car and Home & Contents Insurance messaging into Connected TV, extending its brand presence into the living room through engaging viewing experiences across entertainment, television, drama, documentaries and fine arts content. By showing up while audiences were settled into the content they had chosen to watch, the campaign created natural opportunities to reinforce Compare the Market's familiar "compare and save" message.
The strategy demonstrated that mindset is shaped not only by what people are watching, but by how they are watching it. When viewers are fully immersed in long form content, they are more receptive to brand messaging, helping Compare the Market strengthen familiarity, build trust, and stay top of mind well before insurance decisions are made.
Results
The campaign successfully reinforced Compare the Market's position as an easy way for Australians to compare insurance options with confidence, delivering strong media performance alongside meaningful brand outcomes. The campaign reached nearly 580,000 households and achieved a 97% video completion rate, demonstrating that Compare the Market's message resonated during highly engaged CTV viewing experiences.
Beyond delivery, the campaign strengthened brand perceptions and consideration among audiences closest to important insurance decisions. The strongest lifts came from Australians moving house and existing home owners, showing that showing up during attentive viewing moments can influence future decision making well before consumers begin actively comparing providers. Just as importantly, 65% of exposed viewers reported taking, or intending to take, some form of action after seeing the campaign, reinforcing CTV's ability to build awareness, consideration and intent through meaningful viewer engagement.
