Challenge launched 16 years ago to solve confusion around insurance – and in doing so, created a now well-understood but crowded market, where far fewer people were feeling – or thinking – ‘’.

How we helped do the right thing

Ironically, we found that the barrage of shouty price comparison advertising has become as confusing as the insurance sector it was designed to clear up – leaving people none the wiser over who’s really going to give them the best deal.

We went right back to the brand’s original purpose: clearing up the noise, clutter and confusion.

What happened next

Our new campaign shuns the brash and erratic language of the category in favour of a refreshingly clear and confident tone – and the new line, ‘Don’t be confused. Be’.


Key metrics had increased significantly just one month after the launch of the campaign, including uplifts in spontaneous awareness, consideration and brand search.