In a generic market where there are no USPs, comparethemarket.com have focused on a strategy of front of mind name recognition through the development of the Comparethemeerkat campaign. For 4 years comparethemarket.com have used the comparethemeerkat.com vehicle to get the name remembered and drive affection for the brand.Following the successful launch of the campaign, the next step for the brand was to drive retention by launching an incentive scheme. Over the past 12 months comparethemarket.com have introduced a wider Meerkat world and with it the Simples Rewards scheme where customers purchasing through comparethemarket.com can claim 6 exclusive Meerkat toys.

Launched using key 60” TV spots the campaign began in early 2011 with Aleksandr introducing viewers to the Village of Meerkovo, home to comparethemeerkat.com and a whole host of new meerkats that have never been seen before. The TV builds upon the narrative of Aleksandr’s ongoing business problem of people visiting the wrong website and aims to show how this is now affecting the local villagers. To support the campaign for knowing the difference, Sergei even sets up a website for the villagers where people can learn, explore and play games to help solve their problems. After several advertisements pleading the public for their co-operation, the villagers and Aleksandr band together to launch 'Simples Rewards'.This was supported with TV, outdoor, interactive homepage takeovers and a massive social media push.

The campaign has seen a Meerkat toy redeemed every 20 seconds with almost 1m toys redeemed in the last 10 months.The site has also seen a steep change in volumes and profitability.The promotion has proved to be an incentive to not only visit but encourage people to purchase through Comparethemarket.com