This is the best integrated digital campaign that I have seen since the Orange balloon race!
And I’ll tell you why:
1) Integrated platform usage– The use of more than one media platform to advertise the site increases awareness of the brand. It may cost a bundle to run a prime time TV ad but if this results in an increase in traffic then and a good ROI will not be far behind. Not only has a website been setup but also a Facebook group has been established for lovers of Aleksandr the Meerkat. Six separate groups have a combined 1058 members. This repetitive method increases Compare the Market’s share of mind and thus makes it the first place we look when we need to get an insurance quote.
2) Brand re-enforcement – The creation of a spoof site called ‘Compare the Meerkat’ is a genius form of brand extension. The similarity between the two is uncanny and after several exposures to the advert, ‘Compare the Meerkat becomes synonymous with Compare the Market.
3) Use of Humour – The key to any successful viral campaign is that you have to give people a reason to pass it on. Now although this isn’t technically viral as it features on TV, the first time I heard about it was through an email from a colleague.
4) Identifiable Character– Many companies have proven in the past the importance of having an identifiable character. Halifax have Howard, 118 118 has the 118 men, Sprite has (or had) Fido Dido. It presents something familiar and humane about the brand. Compare the Market is a comparison site and aggregator. Aleksandr of Compare the Meerkat is humorous and so appeals to those of us easily tickled.
Clever campaign created by VVCP
Find out more on Amelia Torode’s blog
social media blog