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URL: www.comparethemeerkat.com
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Key Industries:
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Key Sectors:
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Design & Build
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Optimisation
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Social Media
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Comparethemeerkat.com
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Comparethemarket.com had a tough but single-minded challenge: to get people to search them out by name. With half the spend of key competitors, they required a creative vehicle that drove a disproportionate level of awareness compared to their media budget.
Brief
We needed to ensure the comparethemarket.com URL was top of mind. Few consumers differentiated between price comparison sites and the similar-sounding URLs were easily confused. Comparethemarket.com needed to find a way to stand out from the crowd and be truly memorable.
Strategy
The concentrated brand idea:
The price comparison site with personality.
Execution
The brand world:
The world was built around comparethemeerkat.com – an altogether different type of comparison site owned by Aleksandr the meerkat. The creative introduces the character of Aleksandr who has become increasingly frustrated with people confusing his meerkat comparison site with comparethemarket.com.
A fully integrated campaign was launched. TV formed the backbone of the campaign, telling the story and leading people to Aleksandr’s website which introduced them to the rest of his world. Since launch Aleksandr has become a bit of a superstar, he’s generated PR across TV and national press, and of course his fans can keep up with what he’s getting up to on Twitter, Facebook and You Tube.
Results
The campaign has been a phenomenal success, transforming the business of comparethemarket.com. In the first 9 weeks quotes increased 80% and cost per acquisition was reduced by 73%. Spontaneous awareness has almost tripled from 20% to 59%.
Aleksandr has over 400,000 fans on Facebook and 13,000 followers on Twitter. According to independent reports, this makes him more popular than Wayne Rooney and more influential than Hilary Clinton!
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