Comparethemarket.com has created a spoof website Comparethemeerkat.com for a TV-led brand campaign that will launch today (January 5). The BGL-owned comparison site aims to achieve standout in an “increasingly cluttered” sector.
The campaign features Aleksandr, a Russian meerkat who founded Comparethemeerkat.com, appealing to consumers to stop visiting his site for cheaper car insurance. If they want the best deals on car insurance they should go to Comparethemarket.com, he says.
Mark Vile, the site’s marketing director, says the humurous approach aims to put Comparethemarket at the front of consumer’s minds. He adds that the competitive and high spending comparison site marketplace means that consumers are being “bombarded” with increasingly generic messages that achieve less cut through.
The TV campaign has been created by Vallance Carruthers Coleman Priest and is supported by a website, www.comparethemeerkat.com and a Facebook page. It launches on the same day that RBS Insurance brand Direct Line airs its latest campaign, which continues its crusade against price comparison sites.