VCCP’s meerkat returns to TV
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Comparethemarket.com has unveiled the latest television advertisement in its “comparethemeerkat” campaign.
The campaign, devised by Vallance Carruthers Coleman Priest, focuses on the Russian meerkat character Aleksandr and breaks on Sunday (July 5) on Channel 4, ITV1, Sky1 and Five.
The ad continues the theme of Aleksandr’s mission to educate consumer son the differences between his website and comparethemarkert.com. This time the character uses a traditional Punch and Judy puppet show to illustrate his point.
VCCP has created an integrated campaign around Aleksandr and the character now has 450,000 fans on Facebook. Media is being handled by Zed Media.
Comparethemarket.com was launched in 2006 as a motor insurance comparison site and has become a broader price comparison site. It operates in a competitive marketplace with rivals such as moneysupermarket.com.
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Readers' comments (1)
Gray Dudek | Sat, 24 Oct 2009 11:45 pm
I really enjoyed reading all the comments about the article around Compare the Meerkat but nobody seemed to overtly mention that the campaign was simply created for TV, then transcribed online due to the success and was built soley for brand awareness. Of course leads were required but the awareness on Compare the Market was the main brief. So did it work? Someone mentioned loads of Twitter followers and also Facebook fans but did this actually turn into chatter and therefore sales.
The answer is yes! So the campaign is brilliant. I have written a case study around the campaign with some good measurements within if anyone is interested in taking a look at the true halo effect Compare the Meerkat had on CompareTheMarket.com
http://www.graydudek.co.uk/2009/10/compare-the-meerkat-market-case-study/
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