Gocompare belts out latest salvo in comparison site ad war

Price comparison site Gocompare is launching its second campaign featuring opera singing character Gio Compario after his debut saw brand awareness leap by 450%.

Gocompare Crusoe advert
Gocompare Crusoe advert

The site’s inhouse marketing team commissioned the character as the battle of comparison sites intensified following Comparethemarket.com’s introduction of its brand ambassador, Aleksandr Orlov the meerkat.

Opera singer Wynne Evans will reappear as Gio in the new campaign, which will feature well known film scene recreations. It is scheduled to launch during the Big Brother eviction show on Channel 4 this Friday (July 2).

Gocompare.com says the original campaign increased quote volumes each month since launch last August. Marketing Director Nick Hall says the character has “generated well over two million quotes a month consistently.”

Mediaedge:CIA is planning and buying the campaign. The creative concept was originally created by husband and wife team Sian and Chris Wilkins, the team behind classic 70’s Smash mash ad charcters Smash Martians.


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