Confused.com had a popping ATL campaign that worked really well on TV, but not on social.

The client also had a load of individual benefits they wanted to bring to life — as simple as a free coffee with Greggs — that the ATL couldn't carry. So we needed to be native enough to stop the scroll but branded enough to talk benefits.

POV was the answer. Someone dancing, smiling, just living their best life — then the pop. Cut back to the Confused.com world, back to earth, back to the real-life benefit that made their day. The balloon payoff landed the emotion the brand was built on — Confused.com makes you feel like you're flying, until reality hits.

We created multiple versions to test across different benefits and stages of the insurance buying process to find the strongest pull.

Unconfused Confused.com for social. POP.