GO.COMPARE: “GO.GETAWAY”

The Challenge

The insurance comparison category faces three core barriers.
Firstly, it is commoditised. Consumers often switch based on marginal price differences, with little emotional attachment to providers or platforms.

Secondly, the timing is fragmented and high-pressure. Renewal windows create short bursts of intent, meaning brands must capture attention quickly in a crowded digital environment.

Thirdly, incentives in the category are typically transactional. Cashback or discounts are expected almost as standard, offering zero differentiation or long-term recall.

Go.Compare launched a national advertising campaign and needed to create a reward proposition that was more valuable and ownable than a standard discount.

At the same time, the proposition had to align with a complex fulfilment ecosystem, balancing insurers, regulatory requirements, and consumer needs without disrupting the core insurance purchase flow.

Why TLC

Go.Compare selected TLC Worldwide for its ability to deliver high value incentives at scale, for a fraction of the cost, making it commercially viable to reward all customers in a more generous way. Additionally, TLC is experienced operating within the nuances of the global insurance market.

A key part of the approach was the research work that shaped how the proposition would be communicated and understood by consumers. The team carried out a structured panel-based survey and concept testing exercise specifically for this type of insurance-led reward campaign.

Alongside this insight-led development process, TLC’s strength in executing complex, multi-partner reward ecosystems was critical. Insurance is a highly structured environment with strict validation and fulfilment requirements, and the solution needed to work seamlessly across insurers, tracking systems, and consumer needs without disrupting the purchase journey.

By combining early-stage research, consumer validation, and operational expertise, TLC helped Go.Compare shape a proposition that stood out in a competitive acquisition environment.

The TLC Approach

The campaign centred around a £50 travel incentive, offered to customers who purchased eligible car or home insurance policies through Go.Compare. Instead of a cash incentive, users received access to a curated travel redemption experience via Go.Getaway, with flexible options across flights and hotels.

Customers could access their £50 travel gift once their policy was validated, and then had a 10-month redemption period. TLC partnered exclusively with established travel providers including Opodo and Expedia, and offered a fully digital, seamless booking experience.

This solution allowed Go.Compare to introduce a higher value and differentiated reward to all customers without increasing marketing costs .

Rather than competing on price alone, the campaign repositioned the insurance purchase as a gateway to travel experiences – a more emotive way to attract and convert customers.