comparethemeerkat.com
Background
Comparethemarket.com had a tough but single-minded challenge: to get people to search them out by name. 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. With half the spend of key competitors, they required a creative vehicle that drove a disproportionate level of awareness compared to their media budget.
Our concentrated brand idea was to be the price comparison site with personality. The brand world was built around comparethemeerkat.com – an altogether different type of comparison site owned by Aleksandr the meerkat. Aleksandr has become increasingly frustrated with people confusing his meerkat comparison site with comparethemarket.com.
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 half a million fans on Facebook and over 25,000 followers on Twitter. This makes him officially more popular than Wayne Rooney and more influential than Hilary Clinton!
Join Aleksandr's following on Facebook, YouTube and Twitter.
Fact
Zoos and petshops have been inundated with requests for information about getting a meerkat as a pet. In case you're considering it, check out this report on BBC's newsround first.
Fact
Aleksandr has received over 50 marriage proposals since the campaign launched.
Aleksandr's Twitter Feed
- Aleksandr_Orlov: @Flickyhecky I am not hear of these advert. Do they compare meerkat also?
- Aleksandr_Orlov: Hi @GemHood My whisker are natural brown colour, unlike Sergei. I catch him using ‘Just for Meerkat’
- Aleksandr_Orlov: @heatherelle No, but Sergei have send application. I am wait by letterbox in excitement
- Aleksandr_Orlov: @PaulMWhite I have no time for courting the female meerkat, not when peoples are waste my time ask for cheap car insurance
- Aleksandr_Orlov: Today Moscow sun is finally shine! Is perfect chance for try out new tennis court. I hope Sergei ready for Orlov forehand smash!
- Aleksandr_Orlov: @Joluvsmark_TT No, last time he play hook a duck the only thing he hook was old shopping trolley