The Australian branch of comparison website comparethemarket.com is set to focus on more localised content with a new campaign spearheaded by international full service creative agency VCCP. The brand will launch the latest instalment in its wildly popular 'Compare the Meerkat' campaign and urge consumers to compare their insurance options prior to the health insurance price hike that will be coming into effect in the country from the 1st of April.
The 'Compare the Meerkat' campaign has been a global success story for both VCCP and the brand
Whereas previous iterations of the ad simply utilised recycled animation and content from the UK campaign, VCCP Australia's managing director Peter Grenfell, has said the new ad will be “Around 70% new.” He went on to say that whilst the first ads they launched a year ago simply changed the logo and the voiceover, their ads have “Gradually over time become more and more tailored and more and more Australian.”
The ad (called 'Tough Decisions') was created by VCCP and features the (now famous) meerkats Aleksandr Orlov and his second-in-command Sergei as they stress over the fact Australians continue to direct their browsers to comparethemeerkat.com.au rather than comparethemarket.com.au to compare health insurance policies. The change in approach Grenfell says, is a result of “Differing business needs” for the site in the Australian market. He says the new ad has adapted accordingly, and that the whole script for the ad is completely new and “All for Australia”. He also admits that “Some of the animation is existing stuff,” but ads the caveat that over the next year they hope to begin rolling out 100% original content for the Australian site.
The change in approach is a result of “Differing business needs” for the site in the Australian market
Grenfell is enthusiastic about the creativity behind the advertising industry in Australia, but says agencies tend to be “Very guilty of always wanting to create the next new thing” when they've already got amazing content in the bank ready to be used. He asserts that he believes the key to success in the industry in to be as creative and clever with existing material as they can be, to tell the story they need to tell.
Comparethemarket.com.au launched in Australia last January and Aleksandr Orlov and his chums were introduced in February, with the first commercial airing in June. The 'Compare the Meerkat' campaign has been a global success story for both VCCP and the brand, with the meerkat plush toys and merchandise now considered collectors items amongst fans.
Official VCCP Website
Official VCCP Australia Website
Benjamin Hiorns is a copywriter from Kidderminster who is proud to say he owns a grand total of 4 cuddly compare the market meerkats.
