Independent UK money comparison website has launched its first above-the-line activity in a bid to become the leading UK price comparison of choice for consumers.
A new campaign, dubbed ‘I’m an Expert’ aims to draw consumers online to the site’s suite of services that enable individuals to monitor, switch and save money on their household bills.
Since launching in 2003, has helped more than 2 million people manage their household costs by offering access to deals with potential savings of £200 on car insurance and £350 on annual gas and electricity bills, as well as other cost-saving products. 
The brand campaign kicked off officially last week with a TV ad that eschews the use of novelty characters that is typical of the price comparison sector.  The new commercial features a woman gleefully embracing her money expert status around her home, while lip-synching to the custom version of the popular 90s classic, ‘I’m too sexy’ by Right Said Fred.  The ad will be on air until April 2020.  
The campaign was developed by Goodman Associates, to support a brand awareness drive with the advent of the new year. 
“We were focussed on delivering cut-through for the Money Expert brand, which is very challenging in such a crowded market.  We started with the music, we wanted to connect with potential customers that we know would instantly recognise the tune – the ‘I’m an expert’ phrasing fitted beautifully,” said Clive Goodman, director at Goodman Associates. Head of Marketing Sandra Carosi wanted the campaign to engage and educate their audience, adding: “2020 is a big year for our business, with some exciting consumer innovations and partnerships in the pipeline. Being our first activation of this kind, we set out to create a campaign that injected a little fun and spoke to what we did – which is to provide  an easy and accessible way to help people save money.
“When your spending is in order, that’s a feel-good factor. We know that customers tend to use more than one comparison site for their purchases. Our new campaign is a light-hearted, engaging showcase which aims to create recognition and influence consumer choice,” she said.