He has even achieved that rarefied accolade of being turned into a cuddly toy — a feat achieved by advertising icons such as ITV Digital's Monkey and Levi's Flat Eric. His impact on the ad industry has been compared to that of Howard Brown on banking advertising after the all-singing, all-dancing Halifax employee debuted on TV on Boxing Day One rival has even called in Trevor Beattie, the man behind eye-catching campaigns such as Eva Herzigova's "Hello Boys!
The price comparison website market is big business: more than 24 million people use one each month, according to market analysts Mintel. And the fact that competitors offer broadly similar services and have no high street presence guarantees the need for a massive ad spend to stand out from the crowd. Prior to Orlov's arrival Comparethemarket. The website is now the fourth most popular UK price comparison site, according to Mintel.
It ranks behind leader Moneysupermarket. You lifted the creative bar within your category, something everyone benefits from. You have shown how agencies and clients can create entertainment franchises, partnering with Arnie, road trips and beyond to become talent management for brands.
You have moved into merchandising for real. You have created enduring fame, something that has eluded most other brands. You have demonstrated the power of consistency in building your highly valuable brand. Sharon Lloyd Barnes Commercial director Advertising Association Compare the Meerkat is a brilliant example of brand, agency — in this case VCCP — and production working together to create an ad campaign that has not only successfully grown a business and brand awareness — but introduced a catchphrase and characters that have both become part of British culture.
Memorable ads are those that find a different way to tell a story and Compare the Meerkat has certainly done that for the price comparison site sector. And yet here we are, 10 years later, still listening to the inexplicably Russian tones of Sergei et al. Changing the name of the site back in the day was bold. Giving away a soft toy to seal an insurance deal made people pay a little premium. And just when you thought it was running out of steam, it seems to have a new lease of life.
Impressive work. It needs a big idea that can run and run. Sounds a bit of a tough one, but nothing in comparison to how hard it must have been convincing the client that the big idea they were after was basically an outrageous pun. Cut to 10 years later, however many billion insurance quotes, nearly as many ads, sold more cuddly toys than Hamleys ever did, free cinema tickets and two-for-one meal deals later….
Understandably, the campaign focuses on the real star of Compare the Meerkat, Orlov, who is set to explain the confusion Internet users make between comparethemarket. The founder of Compare the Meerkat, Aleksandr Orlov, is not only famous for being a billionaire, but because of his website. A character, or series, that has been going for so long and only needs to promote itself — while succeeding to bring traffic to the comparethemarket.
Sergei want to recreate scene Moana , but Meerkovo a long way from Hawaii and a lot colder.
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