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ADVERTISING CAMPAIGNS

Comparethemarket.com ‘Meerkat’

Agency: VCCP

Client: Comparethemarket.com

Comaprethemarket.com has launched a new brand campaign as it attempts to change the price comaprison website category.

The spot starring Aleksandr, the Russian meerkat, aims to increase the number of consumers searching the website out by name.

The TV ad is an appeal to the consumer to stop visiting his site when looking for cheap car insurance. He only compares meerkats. If they want the best deals on car insurance they should go to comparethemarket.com.

The approach aims to put the comparethemarket.com name front of mind in a very different style to other comparison sites.

The integrated campaign includes Aleksandr the meerkat’s own website at www.comparethemeerkat.com and a Facebook page, enabling links from the primarily TV-focused campaign into other media.

More than 19 million Brits have turned to financial comparison websites over the past 12 months as they look to cut costs on products and services in the face of a downturn.
 
Mark Vile, marketing director at comparethemarket.com, said, “In the extremely competitive comparison site marketplace, people are being constantly bombarded with an increasingly generic message that has been achieving less cut through. VCCP has provided us with an inspired approach and we are confident that this campaign, coupled with a targeted media approach, will deliver even greater marketing effectiveness for the brand in 2009.”

Cliff Hall, director at VCCP, added, “Much of the previous communications in the category had become formulaic. This creative challenges category conventions. It is a great example of how quality creative will have a direct effect on a client’s business. comparethemarket.com has a strong offering for consumers and is well respected as a partner by insurance brands – this way we can help it become an even more efficient business.”

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

AJR
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