I’ve been surprised by how many people are still viewing my thoughts on the Compare The Meerkat campaign by compare the market.com.
Launched just after Christmas the brave brand marketeers went for memorability using a fluffy persona (cadbury’s gorilla anyone?!) and went on to take the campaign through every medium possible. This is the part that interested me. Working for a full service digital agency I know how difficult it is to get absolute integration. Having multiple agencies and stakeholders all buying into one idea and being able to execute cross channel is a challenge for the marketing manager and ensuring all are on board but its something that VCCP managed to spearhead and achieve.
So its full offerings:
Had to just update this to include the bloopers!
Had to post when this campaign landed in my facebook inviting me to become a fan of Alexandr Orlov – a meerkat.
The campaign spearheaded by the aggregate guys behind compare the market.com has a clear appeal for a younger audience and a nice standout amongst the other brands that rely on their daytime TV slots and repetitive techniques to get brand recall (not that I’m knocking the possible effectiveness of that!).
My encounter with the campaign started with total unawareness and a simple invite to become a fan of the furry friend and, thanks to tongue in cheek copy that is totally blatant from the beginning you can only feel warm towards the campaigns meerkat star. The marketers behind it have respected that lulling users into a relationship with a meerkat (should any marketer actually believe this is sensible) and then revealing it as a ploy to purchase car insurance is sure to have a negative affect on relationship power so its obvious, its predictable but its actually pretty clever!
It is for honour of my family and meerkats all over the world that I make comparethemeerkat.com.
However, recently, this great ambition has been made look foolish by people looking for a cheap deal on their car insurance. People who are looking for comparethemarket.com
The campaign clicks through to a fully functioning site that, despite the gigantic cross promotion of comparethemarket.com (even on landing on the site it double checks you don’t want to go there instead) continues to take you through to a site that fully functions as a meerkat comparison site! In particularly I’m loving the FAQ section:
- Can I save up to £300 on my car insurance with you?
- No, is true comparethemarket.com could save you up to £300 on car insurance*, but I am not anything to do with that. I am comparethemeerkat.com. Meerkat.
The clear links that have been pulled through with the site, the social app (facebook and Twitter) as well as the TVads (that I’ve not seen as yet) show an integration and brave move by the brand that relies on the success of the meerkat to bring success to the comparethemarket brand.
I for one previously saw the brand as an aggregate sitewith very little personality and, for now I may temporarily move from being confused.com to giving the meerkat a little bit more attention than I did before!