overhauls brand in search of 'expert' positioning is to looking to hit back against its big-spending rivals with a new brand identity and ad campaign, positioning itself as the "insurance expert". new robot brand character called Brian new robot brand character called Brian

With brands such as and enjoying success with their respective meerkat and opera singer-themed campaigns, is hoping its new approach will help it to seize market share.

As the first UK price comparison website to launch in 2002, marketing director Joby Russell believes is ideally placed to position itself as providing unmatched "expertise" for consumers seeking insurance products.

CaraIts animated brand character Cara (right), which has appeared in Admiral-owned’s musical ads and on its logo since 2010, will be replaced with a new robot character called Brian.

According to the brand, Brian is a "technically advanced, uber-enthusiatic robot" on a "mission" to help customers save money on their insurance.

The campaign, by Publicis, launches on Saturday (1 June) during talent show ‘Britain’s Got Talent’ on ITV1. It will be supported with outdoor, digital and social activity, including a Brian-themed microsite

The ads also introduce’s new brand identity, designed by Thompson Brand Partners.

" has been fighting a brand salience war, and it has been struggling for awareness after attacks from and," admitted Russell.

"Each of the ‘big four’ has reached saturation in terms of brand awareness, and the fight will now move to brand preference. Each brand is moving forward and will start to act in a more mature way, like bigger brands."

With new products such as its Quick Quote service and Motor Mate app, Russell hopes an innovation drive can help differentiate from the money-saving messages of its competitors. "It’s about making sure people are getting the right insurance for them," he added.

According to Nielsen, the top four price comparison websites -,, and - spent £150m on advertising in 2012.


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