: BGL Group

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Press Release

Comparethemarket.com launches category-changing brand campaign

Immediate release: 01 January 2009

Price comparison site comparethemarket.com is set to launch a new TV campaign, on air from January 5 2009. Taking a whole new direction, the work follows a competitive creative agency pitch in October, where incumbent agency VCCP successfully retained the comparethemarket.com account.

comparethemarket.com's challenge to the agencies was to design a campaign that would increase the number of consumers searching the website out by name. In an industry sector where market leadership is so closely tied to advertising spend, it was vital to ensure the most effective approach possible.

comparethemarket.com's new campaign and category-breaking approach features Aleksandr, the Russian meerkat who founded "comparethemeerkat.com". His TV advertisement is an appeal to the consumer to stop visiting his site when looking for cheap car insurance. He only compares meerkats. If they want the best deals on car insurance they should go to comparethemarket.com.

The approach gets the comparethemarket.com name front of mind in a very different style to other comparison sites.

The campaign is fully integrated, with Aleksandr the meerkat having his own website at www.comparethemeerkat.com and a Facebook page, enabling links from the primarily TV-focused campaign into other media.

Mark Vile, Marketing Director, comparethemarket.com said: "In the extremely competitive comparison site marketplace, people are being constantly bombarded with an increasingly generic message that has been achieving less cut through. VCCP has provided us with an inspired creative and we are confident that this campaign, coupled with a targeted media approach, will deliver even greater marketing effectiveness for the brand in 2009."

Cliff Hall, Head of Accounts from VCCP said: "Much of the previous communications in the category had become formulaic. This creative challenges category conventions. It is a great example of how quality creative will have a direct effect on a client's business. comparethemarket.com has a strong offering for consumers and is well respected as a partner by insurance brands – this way we can help it become an even more efficient business."