Work

 

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 39,000 followers on Twitter. This makes him officially more popular than Wayne Rooney and more influential than Hillary 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: You peoples in UK worries about cold? In Meerkovo, winter last for six month. Think of Sergei! His fur not so thick these days
  • Aleksandr_Orlov: @Sergei_HeadofIT It’s -40c outside and now it’s the same in mansion. Now I know how ancestor Kefentse feel when he first arrive in Russia.
  • Aleksandr_Orlov: @Sergei_HeadofIT I am not pay you to find out about portable music players. Back to working please.
  • Aleksandr_Orlov: @Sergei_HeadofIT what are your glasses doing in my sandwich? Is dangerous!
  • Aleksandr_Orlov: Today I find @Sergei_HeadofIT online. Is good job worms do not have Facebook or he would be having more friends than me!
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