The insurance comparison company famous for its meerkat advertising campaign is Comparethemarket.com.
This distinctive and highly recognizable campaign features a series of CGI meerkat characters, most notably Aleksandr Orlov, who have become synonymous with the brand.
The Iconic Meerkat Campaign
Comparethemarket.com launched its memorable advertising campaign on January 5, 2009. The primary goal was to differentiate its brand name, "Comparethemarket.com," from a similar-sounding, fictitious website, "Comparethemeerkat.com," which was central to the storyline of the advertisements.
Key Elements of the Campaign:
- Main Characters: The campaign centers around Aleksandr Orlov, a wealthy, aristocratic meerkat, and his long-suffering assistant, Sergei. Other characters like Vassily also feature in various storylines.
- Catchphrase: The campaign is famous for the catchphrase "Simples!", often uttered by Aleksandr Orlov.
- Purpose: Initially, the ads aimed to clarify the company's name, as people frequently confused "Comparethemarket.com" with "Comparethemeerkat.com." This clever approach turned a potential confusion into a successful marketing strategy.
- Popularity: The campaign quickly gained immense popularity, leading to merchandise, spin-off content, and a significant increase in brand recognition for Comparethemarket.com. The characters have since extended beyond just car insurance, covering a wide range of financial products offered by the comparison site.
Campaign Overview
To provide a clear summary of the campaign, refer to the table below:
| Aspect | Detail |
|---|---|
| Company | Comparethemarket.com |
| Campaign Launch | January 5, 2009 |
| Primary Characters | Aleksandr Orlov (aristocratic meerkat), Sergei (assistant), and others like Vassily. |
| Core Message | Differentiating "Comparethemarket.com" from the fictional "Comparethemeerkat.com" and promoting various insurance products. |
| Impact | High brand recognition, increased traffic, and successful long-running marketing strategy. |
The longevity and success of the meerkat campaign have made it one of the most recognizable and effective advertising efforts in the UK, firmly cementing Comparethemarket.com's association with these charming CGI creatures.
