Honest marketing is important

SimonGeneral3 Comments

I was in London yesterday and spotted this ad on the tube:


The ad headline reads:

Cheaper car insurance for homes with two or more cars

And the flash says:

Kate and Steve could insure both their cars with Admiral MultiCar and SAVE UP TO £200

Yet on closer inspection the small print on the ad is quite revealing:


It’s not a great picture, but the small print reads:

13% who had a multicar quote between July – Dec 08 for 2 cars & 2 drivers and provided a best alternative quote saved £200

Now while that says to me that not all customers getting quote provided a best alternative quote, of those that did only 13% actually saved the amount claimed in the flash on the ad.

Is 13% of people really justification for saying “cheaper car insurance” and “could..save up to £200” in an advert?

Well, within the letter of the code that governs advertising, yes, it is.

But to me it just seems dishonest – aiming to mislead potential customers on the basis of information that doesn’t properly back up the claim made.

There’s a real difference between claims you can make and those you should make in advertising.

And for me, basing a claim of savings that only apply to 13% of people just doesn’t stack up.

3 Comments on “Honest marketing is important”

  1. Yeah, but as an advertising ‘grab’, I doubt “43% of our customers saved over £16 per year” would have quite the same effect…

  2. exactly!

    but I guess they’ll get found out when most people don’t save the £200 – although maybe they’ve gambled on people not actually knowing how much they will save – the perception of saving being enough?

  3. …yeah, ‘cos by the time you’ve got to that point, as long as it is cheaper – by even quite a marginal amount – you’d probably get the cheaper insurance…

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