Gocompare belts out latest salvo in comparison site ad war
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Price comparison site Gocompare is launching its second campaign featuring opera singing character Gio Compario after his debut saw brand awareness leap by 450%.
Gocompare Crusoe advert
The site’s inhouse marketing team commissioned the character as the battle of comparison sites intensified following Comparethemarket.com’s introduction of its brand ambassador, Aleksandr Orlov the meerkat.
Opera singer Wynne Evans will reappear as Gio in the new campaign, which will feature well known film scene recreations. It is scheduled to launch during the Big Brother eviction show on Channel 4 this Friday (July 2).
Gocompare.com says the original campaign increased quote volumes each month since launch last August. Marketing Director Nick Hall says the character has “generated well over two million quotes a month consistently.”
Mediaedge:CIA is planning and buying the campaign. The creative concept was originally created by husband and wife team Sian and Chris Wilkins, the team behind classic 70’s Smash mash ad charcters Smash Martians.
Readers' comments (4)
Pleaasee nooo | Mon, 28 Jun 2010 5:37 pm
Please no more..These ads are pure pollution!
I will purposely never use their service because of this marketing drivel..
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Mazher Abidi | Mon, 28 Jun 2010 7:17 pm
I recently renewed my car insurance. I used comparethemarket (thanks to the meerkat) and moneysupermarket (thanks to omid djalili). I avoided go compare purposefully because of this adpuke.
What does that tell you?
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catcompare | Sun, 11 Jul 2010 11:21 am
I can only guess that annoying gocompare advert is meant to be hated, because it gets people talking online and offline (about how much they hate), which increases brand awareness.
I cant wait to see the CatCompare.com adverts next year! http://catcompare.com
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Billy.levi | Sat, 24 Jul 2010 11:36 am
Whatever yo think of the go compare advert, compare the meerkat or 'We buy any car' advert, they all do the job, get results.
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