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Posted on 26 January 2010 at 11:07

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Reference	Title	Provided By
5818	CASE STUDY: comparethemarket.com drives meerkat revolution	Thinkbox

At a Glance

Budget

£501k +

Reach & Frequency

Drivers who need to renew their car insurance

Target Audience

16 - 24
25 - 34
35 - 44

Female
Male

Media Used

Campaign Location

NATIONAL

Campaign Duration

All Year

Marketing Objective

Build Awareness

Create standout in a commodity market and reduce cost per visit.

Campaign Type

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	What was the Challenge / Background of the Campaign?
	What was the Challenge / Background of the Campaign?

comparethemarket.com does what it says on the tin. Like its competitors it compares rates, offers and deals from a multitude of suppliers and recommends the best one for you. The trouble was that, before the introduction of Aleksandr Orlov, all of comparethemarket.com's competitors shared similar benefits, marketing messages and share was being bought by spend, resulting in no real understanding of brand difference.

	What was the Solution?
	What was the Solution?

The solution was to combine the fun of the Cadbury gorilla with the functional benefits offered by comparethemarket.com - the ability to compare hundreds of suppliers in an instant. The solution was Meerkat - with a PPC cost of just 5p - and Aleksandr Orlov. Loveable but desperately frustrated by the confusion between comparethemarket.com and comparethemeerkat.com, he was the embodiment of the message.

	What were the Results?
	What were the Results?

The impact of Aleksandr Orlov has been immense. His catchphrase of "Simples!" has become a cultural phenomenon and the campaign has forced rivals to rethink their strategies. The activity reached its 12-month goals in nine weeks, with the brand now number 1 in spontaneous awareness and consideration. Cost per visit is down 80% while volumes are up by more than 100%.

	What were the Key Learnings of this Campaign?
	What were the Key Learnings of this Campaign?

TV drove awareness and engagement with Aleksandr and his assistant Sergei as well as acting as the gateway to the online comparethemeerkat.com experience.

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