GO.COMPARE: “GO.GETAWAY”

The Challenge

The insurance comparison category faces three core barriers:

1. It’s commoditized.
   Consumers often switch based on marginal price differences, with little emotional attachment to providers or platforms.
2. The timing is fragmented and high-pressure.
   Renewal windows create short bursts of intent, meaning that brands must capture attention quickly in a crowded digital landscape.
3. Incentives in the category are typically transactional.
   Cashback or discounts are expected almost as standard, offering zero differentiation or long-term recall.

Go.Compare had 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 fulfillment ecosystem, balancing insurers, regulatory requirements, and consumer needs without disrupting the core insurance purchase flow.

Why TLC

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

A key part of our approach was the research that shaped how the proposition would be communicated and understood by consumers. We 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 sector with strict validation and fulfillment requirements, and the solution needed to work seamlessly across insurers, tracking systems, and consumers.

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

The TLC Approach

The campaign was centered around a £50 travel incentive, offered to customers who purchased eligible car or home insurance policies through Go.Compare. Instead of a cash incentive, they received access to a curated travel redemption experience via Go.Getaway, with flexible flight and hotel options.

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

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

Rather than competing on price alone, the campaign repositioned insurance purchases as gateways to travel experiences – a much more compelling way to attract and convert customers.