ABOUT

Brief
Announce the rebrand and name change of Gocompare. com to Go.Compare and drive direct traffic to their price comparison web site with a fame driving idea that puts the brand at the heart of popular culture and makes their new jingle an operatic ear worm.

Idea
We highlighted the brand changes in an entertaining and memorable way by sponsoring The Voice UK on ITV and creating The Voice Of Choice campaign. A vocal talent show to find a third tenor to play the dot in Go Dot Compare who would sing the new jingle alongside Wynne and Gio during The Voice UK final.

Campaign
Changing a name is one thing. Ensuring the nation remembers it is another. And with TV advertising being the key battleground for price comparison websites and the brands biggest competitor spending over twice as much a year, we needed more than just another 30” spot to make the rebrand as iconic as the brand..

Across eighteen 10” and 15” idents we shared our search for Dot with viewers. From dulcet dogs to disappearing acts and howlers in CMajor, the auditions had it all. The Voice Of Choice was promoted across owned and ITV channels as well as VOD, ensuring our new jingle became an overnight hit.

And what would any pop stars journey be without a WYNNE-ers story? Our 3-minute social film wrapped up the campaign and lived beyond the broadcast sponsorship, telling the full story of Dot’s journey.

Results
16m+ The Voice fans followed The Voice of Choice story over 10 weeks, with 1.5m additionally seeking out the 3’ film online. 89% agreed the campaign demonstrated the brand’s sense of humour. Crucially, casting Gio in a new role drove significantly lower ‘irritation’ scores (these really are tracked) - 54% found the campaign ‘not irritating’, heavily outweighing 30% who did.

The brand’s spontaneous recall improved by over 20%, overtaking their high-spending competitor to become category leader for both first and all spontaneous mentions. Viewers found the campaign compelling - over half of the audience agreeing the creative made them more likely to visit the site.

Most importantly the Go.Compare brand was set up for future success. Just 2 months after launch, 19% correctly recalled the new brand name - already delivering 8% uplift in direct to URL traffic, saving many thousands in SEM and many millions more yet to come.