{"id":11127,"date":"2018-12-28T16:44:58","date_gmt":"2018-12-28T16:44:58","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11127"},"modified":"2021-08-02T16:53:13","modified_gmt":"2021-08-02T15:53:13","slug":"autosergei-data","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/ctm\/autosergei-data","title":{"rendered":"AutoSergei: An Integrated Story"},"content":{"rendered":"<div class=\"lazyblock-video-Z1Uvs38 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/311210604?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1DngxD wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          Compare the Market wanted to launch a new service called EnergyCheck, a tool that ensures customers never overpaid for energy again.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<div>EnergyCheck works by using your preferences to find similar energy deals for less; and it does this in the background, constantly. The representative of this tool is AutoSergei, a friendly meerkat-bot.\u00a0<\/div>\n<div>\u00a0<\/div>\n<div>Introducing EnergyCheck was the first step of a wider strategy for Compare the Market to make life simpler for their customers.<\/div>\n<div>\u00a0<\/div>\n<div>We worked as part of an integrated campaign launch to make sure customers understood exactly what the new service would offer them, and encourage them to start using it.<\/div>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-Z2uUXeP wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z1qJOVM wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <section class=\"fullwidth text-center aos-init aos-animate\" data-aos=\"fade-up\">\n<div class=\"container\">\n<h4>We knew that years of governmental, sector and provider advertising struggled to shift the country\u2019s ambivalence to energy. Most thought it was either boring, too long, or difficult to switch energy.<\/h4>\n<\/div>\n<\/section>\n<section data-aos=\"fade-up\">\n<div>\n<div>\n<div>\n<div>\u00a0<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-image-top-aligned-Z1eu344 wp-block-lazyblock-two-column-text-image-top-aligned\"><section class=\"fullwidth fullwidth--overflow aos-init aos-animate\" data-aos=\"fade-up\">\r\n    <div class=\"container container--spaced-lg\">\r\n        <div class=\"row\">\r\n            <div class=\"col-md-6\">\r\n                <div class=\"embed-responsive embed-responsive-1by1 img-inline img-offset-left-md\">\r\n                    <picture class=\"embed-responsive-item\">\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/AutoSergei.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/AutoSergei.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-md-6\">\r\n                <p dir=\"ltr\">We needed to understand the drivers (and barriers) that would cause different groups to engage. Through a combination of research sources, we identified different energy segments &#8211; and messaging specific to each group that would motivate them to switch.<\/p>\n<p dir=\"ltr\">First, we developed a methodology to map these new groups across the customer database. Then we ran pre-launch display messages and emails to test the segmentation (and specialised messaging used for each). After analysing results it became clear that our messaging hypotheses were correct.<\/p>\n<p dir=\"ltr\">With the messaging validated, we created a multichannel campaign that was timed to capitalise on the January admin spring-clean (as we knew customer mind-set wanted to get on top of finances for the year).<\/p>\n<p dir=\"ltr\">Using analysis of the existing pages on the website, we created optimum journey recommendations and landing pages for communications.<\/p>                    \r\n                            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-side-by-side-text-inline-image-button-Zj2uNv wp-block-lazyblock-two-column-side-by-side-text-inline-image-button\"><section class=\"fullwidth fullwidth--overflow\" data-aos=\"fade-up\">\n  <div class=\"container container--spaced-lg\">\n\n    <div class=\"row\">\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <div>The service not only existed online but on the Meerkat app too. That meant we didn\u2019t just have to get non-app customers downloading, but existing app users to engage with the service as well.<\/div>\n<div>\u00a0<\/div>\n<div>So, we created new welcome screens to encourage users to update their apps, followed by welcome screens on the updated version to introduce the full breadth of features.<\/div>\n<p><br \/>In our direct channels, we developed messaging that was optimised based on our pre-launch tests.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n            <div class=\"col-md-6\">\n\n        <div class=\"text-image-item\">\n        \n                    \n          <div class=\"content\">\n                        \n                        <div class=\"p\">\n              <p>These were deployed once the above the line work had picked up traction.<\/p>\n<div>We demonstrated our technology capabilities by geo-targeting push notifications to appear when users were near the high engagement station takeover, and drove maximum engagement on days we knew people were most likely to take care of their admin.<br \/><br \/><\/div>\n<p>This was all supported by ongoing streams of digital and social to maintain responses.<\/p>            <\/div>\n                        \n                      <\/div>\n\n        <\/div>        \n      <\/div>\n      \n    <\/div>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-image-grid-201GIR wp-block-lazyblock-image-grid\">\r\n<section class=\"fullwidth aos-init aos-animate\" data-aos=\"fade-up\">\r\n    <div class=\"container container--spaced-sm\">\r\n        <div class=\"row\">\r\n            <div class=\"col-sm-6\">\r\n                <div class=\"grid-item grid-item--tall\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-01-768x1536.jpg 768w\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-01-768x1536.jpg 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-01-768x1536.jpg\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-01-768x1536.jpg\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-sm-6\">\r\n                <div class=\"grid-item grid-item--square\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-04.jpg 768w\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-04.jpg 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-04.jpg\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-04.jpg\">\r\n                    <\/picture>\r\n                <\/div>\r\n                <div class=\"grid-item grid-item--square\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-05.jpg 768w\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-05.jpg 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-05.jpg\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Email-05.jpg\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-11127","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10111"],"client_id":"10351","hero_video":"","hero_image":{"ID":11134,"id":11134,"title":"CTM9","filename":"CTM9.jpg","filesize":56893,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM9.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/ctm\/autosergei-data\/attachment\/ctm9","alt":"","author":"11","description":"","caption":"","name":"ctm9","status":"inherit","uploaded_to":11127,"date":"2020-08-14 15:46:48","modified":"2020-08-14 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An Integrated Story","meta-description":"Compare the Market wanted to launch a new service called EnergyCheck, a tool that ensures customers never overpaid for energy again.","social-media-image":false,"relateditems":[{"relateditem":{"ID":11448,"post_author":"3","post_date":"2019-01-01 10:55:51","post_date_gmt":"2019-01-01 10:55:51","post_content":"<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22NYD%20256%22,%22caption%22:%22%22,%22id%22:11450,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11450%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/NYD-256.jpg%22%7D\",\"text\":\"\\u003cp class=\\u0022Body\\u0022\\u003eFollowing on from last year\u2019s incredibly successful\u00a0\u2018Recovery Channel\u2019, Domino\u2019s\u00a0has found another way to help the hungover masses this New Year\u2019s Day.\\u003c\/p\\u003e\\n\\u003cp class=\\u0022Body\\u0022\\u003e\u2018The Official Food Of Your Happy Place\u2019\u00a0is a one-day campaign created by VCCPme, which lets people take a break from their self-induced grogginess by visiting\u00a0a\u00a0\u2018happy place\u2019\u00a0on their smartphones.\\u003c\/p\\u003e\\n\\u003cp class=\\u0022Body\\u0022\\u003eDomino\u2019s knows that the first day of the year is all about rest and recovery, so the creation of the Snapchat and Facebook 360 paradise is the perfect New Year\u2019s Day distraction.\u00a0\\u003ca href=\\u0022https:\/\/www.facebook.com\/DominosPizza\/videos\/336874660481665\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noopener noreferrer\\u0022\\u003eHave a play around with it here.\\u003c\/a\\u003e\\u003c\/p\\u003e\\n\\u003cp class=\\u0022Body\\u0022\\u003eIn short, it\u2019s the ultimate place to recover from a big NYE.\\u003c\/p\\u003e\\n\\u003cp class=\\u0022Body\\u0022\\u003eFor those regret-filled revellers not on Snapchat, the campaign is supported by 360-degree Facebook posts that allows people to visit and explore a similarly-idyllic and soothing destination.\\u003c\/p\\u003e\",\"blockId\":\"aQxSk\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-aQxSk\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\u201cWe know the first day of the year is all about rest and recovery, so the creation of the Snapchat and Facebook 360 paradise is the perfect New Year\u2019s Day distraction.\u201d\",\"blockId\":\"MwXv4\",\"blockUniqueClass\":\"lazyblock-quote-full-width-MwXv4\"} \/-->","post_title":"The Official Food of Your Happy Place","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"new-years-day","to_ping":"","pinged":"","post_modified":"2021-08-02 16:52:57","post_modified_gmt":"2021-08-02 15:52:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11448","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10712,"post_author":"1","post_date":"2018-11-16 09:58:00","post_date_gmt":"2018-11-16 09:58:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"301249150\",\"blockId\":\"1wxAux\",\"blockUniqueClass\":\"lazyblock-video-1wxAux\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThe campaign, created by VCCPme, aims to raise awareness of the dangers children face in the world\u2019s poorest communities and encourage people to sponsor a child. This is the first campaign created by VCCP since its appointment as lead creative agency in September 2018.\\u003c\/p\\u003e\\n\\u003cp\\u003eEach bear (named Hope) is fitted with a tag on its wrist with directions on how people can help build awareness of the world\u2019s most vulnerable children by sharing the bear on social media.\\u003c\/p\\u003e\\n\\u003cp\\u003eTo support the launch, World Vision questioned more than 1,000 UK parents to find out the extreme lengths they\u2019d go to make sure their children are not parted from their favourite toys.\\u003c\/p\\u003e\",\"quote\":\"2,000 \u201clost\\u0022 teddy bears have appeared on UK high streets to launch World Vision UK\u2019s latest campaign\",\"blockId\":\"Z23jBD2\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z23jBD2\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%2243ffb845-3464-4b45-a0c6-c672405212e6%22,%22caption%22:%22%22,%22id%22:10713,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10713%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/43ffb845-3464-4b45-a0c6-c672405212e6.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22f31ae973-edd5-4cbd-8e7f-99a5b12abe44%22,%22caption%22:%22%22,%22id%22:10714,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10714%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/f31ae973-edd5-4cbd-8e7f-99a5b12abe44.jpg%22%7D%7D%5D\",\"blockId\":\"sq06h\",\"blockUniqueClass\":\"lazyblock-two-column-images-sq06h\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eAccording to the research, almost half (45%) of UK parents have purchased duplicates of their child\u2019s favourite toy in case it gets lost or damaged. The survey also found that one in four parents in Britain would be prepared to travel up to 200 miles if their son or daughter misplaced their favourite toy.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eTwo thirds (70%) claim that they would offer a reward for the safe return of a cherished toy, with nearly half of that number saying they would be willing to pay double the purchase price for its safe return. This is perhaps unsurprising given that 38% of those questioned said their child can NEVER go to bed without their favourite toy.\\u003c\/p\\u003e\",\"blockId\":\"KmnDg\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-KmnDg\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"37% of mums and dads confessed to trying to appease their child by telling them a missing possession was now being looked after by the \u2018Toy Fairy\u2019.\",\"blockId\":\"Z1ntKaS\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1ntKaS\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-id%22:%22301260765%22,%22video-source%22:%22vimeo%22%7D,%7B%22video-id%22:%22301260823%22,%22video-source%22:%22vimeo%22%7D,%7B%22video-id%22:%22301260860%22,%22video-source%22:%22vimeo%22%7D%5D\",\"arrow-controls\":true,\"blockId\":\"13doAX\",\"blockUniqueClass\":\"lazyblock-carousel-13doAX\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"At this time of year, it\u2019s incredibly difficult for any charitable organisation to cut through the clutter as the entire market ramps up its fundraising efforts and potential donors are distracted by commercial brands vying for their attention. Hope is not just an insight driven solution to this, she\u2019s the first chapter in us telling the real story of World Vision\u2019s cause.\",\"quotee\":\"Gavin Hilton, Strategy Partner (VCCPme)\",\"blockId\":\"Z1GiSsO\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1GiSsO\"} \/-->","post_title":"Lost bears","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"lost-bears","to_ping":"","pinged":"","post_modified":"2020-08-25 19:03:43","post_modified_gmt":"2020-08-25 18:03:43","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10712","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11103,"post_author":"3","post_date":"2018-05-21 16:23:40","post_date_gmt":"2018-05-21 15:23:40","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"271046813\",\"blockId\":\"KzXRy\",\"blockUniqueClass\":\"lazyblock-video-KzXRy\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003ecomparethemarket.com has unveiled its latest advertisement for Meerkat Movies, which captures the magic and surprise of the silver screen.\u00a0\\u003c\/h4\\u003e\",\"blockId\":\"DvKXK\",\"blockUniqueClass\":\"lazyblock-text-full-width-DvKXK\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22CTM_Hooray_60sec_110518_015%20copy%22,%22caption%22:%22%22,%22id%22:11109,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11109%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/CTM_Hooray_60sec_110518_015-copy.jpg%22%7D\",\"text\":\"\\u003cp\\u003ePacked with over a dozen iconic film references, the ad reimagines Barbara Streisand\u2019s \u2018Rain On My Parade,\u2019 sung by Aleksandr, to bring to life the variety of films that can be seen with a year\u2019s membership of Meerkat Movies.\\u003c\/p\\u003e\\n\\u003cp\\u003eIt was shot in Cape Town with Parisian choreographer Oliver Casamayou, who has worked with Kylie Minogue, Will Young and Cirque Du Soleil. The wardrobe was curated by Moira Meyer, who has worked on films such as Blood Diamond and The Hurt Locker, and includes Brad Pitt\u2019s uniform from Fury and Cate Blanchett\u2019s dress from Elizabeth. For the first time\u00a0comparethemarket.com\u00a0used a 60-second radio ad to launch the campaign, which was played out on the Global Radio Network.\\u003c\/p\\u003e\\n\\u003cp\\u003eNow in its third year, Meerkat Movies has surpassed three million app downloads, helping twenty million people go to the cinema, and saving the UK \u00a374,200,000 in cinema tickets. 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