Compare the Market, the price comparison website that has spawned something of a cult sensation with it's 'Compare the Meerkat' ads and assorted merchandise, are urging their Australian company to visit the site sooner rather than later. This is because on the 30th of June this year, health tax reforms in the country mean that failure to act, could lead to health dramatic health insurance increases. The insurer is once again using its successful meerkats in the campaign, with Aleksandr Orlov's beloved friend (and head of IT) Sergei being rushed to hospital due to stress suffered as a result of customers accidentally clicking on comparethemeerkat.com.au when they should be looking to compare health insurance options at comparethemarket.com.au.
The insurer is once again using its successful meerkats in the campaign, with Aleksandr Orlov' beloved friend (and head of IT) Sergei being rushed to hospital
The ad has been created, once again by VCCP, the international, full service creative agency who first broke the ad barrier with the compare the meerkat campaign back in 2009. This latest spot is seen from Sergei's perspective as he is being taken to hospital. He is visited by Aleksandr, who brings him flowers, but informs his friend that he needs to get back to work, as he is already 4 days late for work!
Grant Waldeck, general manager of marketing at comparethemarket.com.au, says that the new ad is “Big news in the evolution of the meerkats in Australia.” He says it's the first time that viewers will be seeing the world “Through Sergei’s eyes and feel firsthand his mixture of love and frustration at his over-bearing boss Aleksandr.” Waldeck is understandably proud of the meerkats success, and the enjoyment they have brought to consumers across the region, but he says, “As cute as they are, they do tell an important message.” In this case that message refers to the fact that the 30th of June is fast-approaching, so Australians should be taking this opportunity “To think about their health insurance options in order to avoid a higher tax bill.”
“The new ad is big news in the evolution of the meerkats in Australia.” Grant Waldeck, comparethemarket.com.au
The new spot follows on from the March campaign, which urged consumers to use the site prior to the earlier health insurance price increase on the 1st of April.
Official Compare the Market Australia Website
Benjamin Hiorns is a freelance writer and musician from the UK who has always been a tremendous fan of meerkats, whether or not they adopt delightful faux Russian accents.
