Thoughts on the brand partnership with Nectar points and confused.com

Posted on 26 January 2012 

So recently the brand partnership between Nectar points and confused.com formed in a bid to get more people to book their car, home, life insurance etc by incentivising a reward of 1000 Nectar points. The brand partnership tv ad is very upbeat, lively, full of comedy little animated characters in the confused.com style that are apparently so excited about this bonus Nectar points reward that you would have mistook it for a group of 5 year olds on a Haribo sugar high. Who knew insurance could be so exciting?

1000 points sounds a lot when it’s conveyed surrounded by a big fanfare with music, balloons and happy smiley animated faces on tv but in reality when you work out that 1000 points is the equivalent of only £5 it really isn’t much of an incentive to use confused.com especially when some of the major insurers like Direct line aren’t available on comparison sites and more than likely offer a better deal as no commission is paid to the aggregator.

So consumers aren’t really seeing a massive earth shattering deal but Nectar points must be loving the above-the-line tv exposure by joining with confused.com – they get added exposure (as if they need any more) and a new channel to promote their buzzing Nectar points scheme. Confused.com also get a brand partnership association with arguably the biggest reward scheme in the UK so from a corporate tie in it works. Successful brand partnership for the consumer? I’m confused.com.

Posted by Olly Russell, Brand Partnership Manager at TouchDown Marketing