Thursday, 12 March 2009

COMPARE THE MEERKAT CAMPAIGN AND ADVERTISING AS AN EXPERIENCE



Well done to VCCP for their campaign for financial comparison site - compare the market - which has done very well. comparethemarket.com's challenge was to design a campaign that would increase the number of consumers searching the website out by name.

People who would never talk about a campaign from a finance aggregator are talking to me about this campaign. For me its an example of advertising as an experience, and joins the dots perfectly between broadcast media and digital media. They've created a 'media property' that allows them to talk cleverly and humorously about something audiences will find continuously interesting, and then found ways to relate it back to product. Very smart.
  • The site is very well done, and funny.
  • People are twittering about it
  • There are 116,000 search results for it
And above all, as you can see in the chart below it has helped it overtake the market leader (moneysupermarket) in search traffic (more data here). Searches for "compare the meerkat" are in blue, "compare the market" in red, and moneysupermarket in yellow. Who says good advertising doesn't work.

96 comments:

Olivier said...

It's very interesting to actually have the search traffic results for this campaign. That really proves that good advertising works. You couldn't find a more 'boring' subject, but VCCP manage to create a campaign engaging enough. It’s a truly integrated campaign, based on the very funny website.
But this campaign also shows us that concepts don't necessarily come out of big and deep consumer insights. This one is based on a ‘prankster’ pun, but it actually works, helping the challenger to overtake moneysupermarket.com in search traffic.

Tony Effik said...

Olivier, great comment. I think there was an insight, but I think that insight was around the fact that financial aggregator sites are increasingly commoditised and do not have distinct identities. To be remembered and to stand out from the crowd you need something very different. I think telephone inquiry services like 118 118 had a similiar problem, and created characters as well. In fact most finance brands rely on creating characters that people create an emotional bond with.

Olivier said...

I totally agree with your reply, these two services are pretty similar, and the advertising approach is quite similar as well.
What I meant by 'it's not a big & deep insight' was that sometimes, insights are bit farfetched, and something simple, but well executed in a funny and engaging way is more effective.

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