Bron Eames, managing director at Haslimann Taylor, writes:
A new year, of course, brings the breaking of a new round of TV campaigns. My favourite from this current crop is Comparethemarket.com’s latest adventure with Aleksandr the meerkat.
Financial services has never been my bag – professionally or as a consumer – and traditionally I have been the typical apathetic customer who happily lets my bank/building society/insurer treat me like a moron because I can’t be bothered to look at the alternatives.
Not only are the meerkats achieving legendary status, with ‘simples’ becoming part of our vernacular, but I have used Compare the Market to buy car insurance. And next time I have any other insurance needs, I will compare the market again. I love the meerkats – and they are so strategically appropriate. Competitive brands are clearly trying out all sorts of tactics to rescue share of voice from Aleksandr and Sergei, but it is going to take some doing!
Comparethemarket.com is now ranked as the 4th most visited insurance website – up from 16th in 2008 – and overall sales have doubled year on year. Alexandr has 600,000 Facebook fans and 32,000 followers on Twitter.
Good work, Mr Meerkat, you have truly won me over – and apparently there could be a single on the way!
This meerkat needs no introduction...
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