CASE STUDY: comparethemarket.com drives meerkat revolution

Provided by Thinkbox
comparethemarket.com needed to standout and reduce the cost of customer recruitment
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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 Campaign Objective?

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

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?

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?

TV drove awareness and engagement with Aleksandr and his assistant Sergei as well as acting as the gateway to the online comparethemeerkat.com experience.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Drivers who need to renew their car insurance
16 - 24
25 - 34
35 - 44
Both
All
ABC1
C2
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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