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APG Creative Strategy Awards - Comparethemarket.com 'meerkat campaign' by VCCP
28 March 2019
If you can do it for comparethemarket.com you can do it for anybody.
We're talking car insurance aggregator sites here. Not widely perceived to be the greatest creative opportunity. Car insurance has always been a notoriously uninteresting subject - a necessary inconvenience required by law.
Comparethemarket.com was a small player in this category where market share is King. The bigger you are the more likely you are to survive.
In a category where market share is determined by spend. We were fourth in a category of four.
What's more we had little that would help us punch above our weight.
1. In a market where name familiarity is key we had a long (and according to research) unmemorable name
2. Our identity and name were very similar to our nearest (bigger spending) competitor gocompare
3. We had no single feature on which we could build a point of difference
4. We had also been one of the last to market