Insurance comparison service Quotesmith.com on Tuesday said it’s
launching a three-year $100 million multi-media ad campaign on January 1,
with television spots running on college football bowl games.
The campaign will also include radio, print, direct marketing and Internet
components. The company is currently running radio and print advertisements
The television campaign, created by BBDO
Chicago, will debut during the Tournament of Roses Parade with a
thirty-second spot entitled “Cool Site”, featuring people’s surprised
reaction that they can simply click on the Quotesmith.com site to get
quotations from hundreds of leading insurance companies.
“We want to capitalize on our industry-leading price comparison service
now, when consumers are recognizing they can use the Internet to obtain
comparative information, purchase products and have greater control over
their personal finance decisions,” says Willard Hemsworth, Quotesmith.com’s
senior vice president of marketing.
“The goal of the brand campaign is to
help consumers understand that there’s a better and more cost-efficient way
to buy insurance by using our service.”
BBDO Chicago is part of BBDO Worldwide, the world’s fourth largest
advertising agency network. BBDO Worldwide is a unit of The Omnicom Group.