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By John McCarthy | Opinion editor

October 8, 2014 | 2 min read

Price comparison website MoneySuperMarket has launched a new campaign to get people across the country thinking about ‘crushing’ car insurance quotes by giving them the opportunity to crush a real car.

‘The Car Insurance Epic Car Crusher’ campaign will see social media users control a giant 6,000 kilo robotic to hand crush cars over the next two days.

The crusher hand, controlled from MoneySuperMarket’s Facebook page, will offer four entrants an hour the chance to crush a car. Once selected, winners will be able to control the crusher using on-screen controls.

Furthermore, those in the waiting hub will also be able to play a car racing game, watch a live feed of cars being crushed and view the gallery of cars destroyed previously.

The integrated campaign, devised and led by Splendid Communications, will be supported with paid media spend on social channels and a PR drive to increase visitors to the site during the exclusive crusher livewindow.

David Harling, head of digital at MoneySuperMarket, said: “We wanted to demonstrate in a very ‘real’ way just how powerful our price comparison site is in crushing car insurance quotes and this activity was the perfect fit, playing to every driver’s secret desire to obliterate a car in true movie villain style.

“The execution is in keeping with the ‘epic’ tone of our creative executions and gives car drivers across the country a once-in-a-lifetime opportunity they’ll be bragging to friends about for weeks.”

Selected users will also be sent a personalised video of their crush to share with their friends on social media channels, to spread the word of the campaign. The crusher will be live from noon to 9pm on Tuesday 7 and Wednesday 8 October.

The scheme comes after MoneySuperMarket launched a surreal 'You're So Money SuperMarket' TV ad showing a man riding an elephant through New York.

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