Renew Car Insurance UK

Anyone who has seen Tv over the last few days would have struggled to miss the latest batch of new year car insurance adverts, not to mention the creative approach from CompareTheMarket, or should we say; CompareTheMeerkat.

In an increasingly crowded car insurance comparison marketplace where if you are not advertising on tv you might as well not be in the market at all, CompareTheMarket has taken a creative approach that has perhaps taken some of its competitors by surprise, shaking up the otherwise very price focused advertising we have gotten accustomed to from the car insurance comparison sites.

CompareTheMeerkat might have gotten its creative approach from a combination of the movies IceAge and Borat, with the starring meerkat talking with an accent similar to Borat, although portraited as a more wealthy internet entreprenuer behind the Meerkat comparison site. What is good to see from this campaign is the complete approach they have taken, creating a fully functional website on the back of the concept, used to create leads and traffic to the ultimate goal: getting people to buy their car insurance from CompareTheMarket.com. A facebook fan page has also been created for Aleksandr the Meerkat, something we would expect from a well integrated campaign like this.

Aleksandr, the founding meerkat of Comparethemeerkat.com, explains in the ad his dilemma in getting people to understand that CompareTheMeerkat is not the same as CompareTheMarket, which is a car insurance comparison site.

Now the question is, will this increase the sales generated from Comparethemarket.com? Although we are sure that they will receive a good chunk of awareness and traffic from this, they still have to be competitive on price as most people will compare car insurance prices on more than one site. Or as Confused has responded through their search engine advertising, people are looking to save money on their car insurance, not to compare meerkats!

Personally i like this campaign and that someone has dared to be different and more creative in their approach to what otherwise has been considered a very dull industry (insurance). One thing is for sure, CompareTheMeerkat has generated a lot of buzz as people are talking about the adverts and the website in offices across the UK.

We look forward to see what comes next from Aleksandr, Comparethemeerkat.com, and Comparethemarket.com

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