Creative: Siân and Chris Wilkins
Leading comparison site Gocompare.com has launched a new through the line advertising campaign and introduce a new character to our TV screens – a larger than life opera singer named ‘Gio Compario’.
The campaign aims to evolve the brand’s current approach focusing on the usability of the site and partner brands, as Gio pops up in a range of everyday scenarios to remind people of the need to shop around for financial products.
In the first advertisement, Gio appears in a coffee shop where two characters are discussing their car insurance. Through the medium of song, Gio tells them that they should visit Gocompare to save money on their insurance premiums.
The George M Cohan classic ‘Over there’ has been reworked to create a new song for the campaign entitled; ‘Gocompare!’. The new song was recorded by Welsh opera singer Wynne Evans, who also plays the part of Gio in the TV campaign.
“Our previous TV campaigns have focused on telling consumers about the benefits of using a comparison site and then explaining how Gocompare can help find the right financial product, at the right price,” said Gocompare.com’s Head of Marketing, Nicholas Hall.
“Customer research tells us that consumers are now very familiar with the concept of comparison sites and the idea of shopping around. Therefore we felt that it was time to take the campaign to the next level and inject some fun into the brand.”
He added, “The message about comparing and saving on your financial products remains constant throughout, but with such strong brand awareness we now have a lot more freedom to project the personality of the business. This approach also gives us far more scope to extend the campaign into new media channels.
“We have developed a strong creative that will be backed by a heavyweight multi-media campaign. The campaign shows how confident we are in the Gocompare.com brand and that we’re happy to have a bit of fun communicating with people.”
The creative concept was developed by Siân and Chris Wilkins, well known for the “Smash Martians” campaign for Cadbury’s Smash and their work with Direct Line.