To promote the launch of its new car finance comparison service, we worked with Confused.com on a mystery shopping experiment to uncover the rip-off taking place at car dealerships.
To illustrate the savings that can be made when shopping around for car finance, we sent 100 mystery shoppers to used car dealerships across the UK to find out the average representative APR rate offered on the forecourt.
The average representative rate offered for a car was found to be almost three times higher than available online via Confused.com.
Bringing these figures to life, the cost to the consumer based on this mark up is a whopping £1,860 over the course of a standard three-year loan. This is the equivalent of £1.4bn in unnecessary interest every year being paid on car finance.
Beyond the eye-catching figures, the campaign firmly placed the brand on the side of the consumer, aiming to end the confusion over representative APR rates and unclear, jargon-filled finance agreements with its service.
With an exclusive with the agenda-setting Daily Mail and Confused.com to kick off, the campaign went on to receive a range of fantastic coverage. Featuring in thesun.co.uk, express.co.uk and inews.co.uk, a selection of regional news publications and a plethora of local radio stations, the investigation reached the target audience of drivers, encouraging people to think twice and look at all options when taking out finance.
Each piece featured a quote from Confused.com’s motoring correspondent Amanda Stretton and the key campaign messages. Importantly, each piece of national coverage drove spikes in site visits of between 100-200%.