Digital choice: Comparethemarket.com
When running a campaign that puns your own brand (comparethemeerkat.com), you have to be confident that people will know what you're talking about.
Comparethemarket could probably get away with it for the online meerkat
campaign, but opted to back it with a traditional ad drive that makes
the link for you.
The spoof site is a parody of the price-comparison site, all the way
ADVERTISEMENT
site. As Aleksandr Meerkat addresses you, it is clear this is
essentially a cross between Borat and one of the great early viral
concepts, RatherGood.com.
Comparethemeerkat's creature-comparison tool itself is clever, and the
collage pictures of meerkats from around the world doing everything from
'Party Time' to 'wheel skating' are nicely done. It seems a miss not to
have a send-to-a-friend mechanic on these, or a Top Trumps-style
application, which would have had viral potential.
I guess the ploy worked - I would consider using the site to insure a
car, but it will still be fighting for mindshare against its chief
rival, which has ended up with a URL that has entered the nation's
vernacular whenever we find ourselves confused.com.
Agency: VCCP.
Jobs
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
- MARKETING MANAGER :: INTERNATIONAL PROPERTY COMPANY, Dylan*
- Up to £55k + fantastic bens, Central London
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
Comments