The design of this site is unconventional by today's design standards, but it has pricing clearly presented and is 100x more memorable, just like the OP's example. (As a side note, sites like this make me miss the old days of the Internet when everything was unique.)
People are indifferent to car dealerships (They're all typically the same. Yes, luxo-brands will have free cookies and nicer waiting areas...), just like with insurance-- they are "boring" verticals so having something so out there works great. When you look at insurance companies, which companies have memorable marketing? Companies like Liberty Mutual with their vanilla "Save $200/year" commercials, or the Geico Gecko, "We are Farmers....", All State's Mayhem, etc.. The cheesier the better, since auto insurance is a boring, fungible product to consumers. Compare to another boring vertical like Men's Razors. They're essentially all the same. How are any of the marketing campaigns from P&G/Unilever actually differentiated enough to be memorable (ignoring the duopoly considerations)?
Having unfortunately worked in marketing, everyone seems to shoot for the middle-- and they end up being bland and forgettable. Chances are, you're not going to have a super memorable marketing campaign by doing something slightly different than everyone else. The companies I've worked with where their marketing is intentionally cheesy have always had better reception than the vanilla "professional" brands.
Very ugly site, but impossible to forget that branding. It's my understanding they do very well.