Proud to Present: Compare the Market's Meerkat Movies

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Challenge

To make the Meerkat Movies TV launch on the Easter weekend, the biggest and best copy launch for Compare the Market, ever.

Insight

The greatest ad launches make you sit up and take notice. They are often what you don’t expect when you don’t expect it and have instant talkability status. We want to fuel the conversation and make sure that viewers are asking what this exciting new opportunity is.

Idea

The idea was to launch the new Meerkat Movies TV spot, where Aleksandr and Sergei are on location in Hollywood. We have bookmarked the new TV ad with our exclusive Proud to Present opportunity which includes a bespoke introduction with the ITV logo and voiceover; celebrating the release of this eagerly awaited proposition.

This is an impactful way of marking another chapter in the adventures of Aleksandr and the Meerkats, as well as the new proposition of Meerkat Movies, enabling customers of Compare the Market to take advantage of 2 for 1 movie tickets on Tuesdays and Wednesdays. The offer is a significant step forward in Compare the Market’s reward programme for their customers and we want to make sure that it’s shouted about!


Implementation

As well as the TV spot and Proud to Present idents; we will be supporting the launch digitally with a premium pushdown on ITV.com and some display inventory. We will be talking about Meerkat Movies on social media; Tweeting before and after the ad to our Coronation Street fans, letting them know that the launch of Meerkat Movies is happening.

Results

Meerkat Movies is a truly exciting new chapter for us in the Compare the Market journey and it felt right to mark this event by making the launch of the new TV ad as impactful as possible. We already have a successful partnership with ITV with Coronation Street and wanted to present the ad for the first time in Good Friday’s first episode of the show.

Jo Burton, comparethemarket.com Marketing Planning Manager