The Drum Awards for Marketing - Extended Deadline

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By Steven Raeburn, N/A

July 22, 2013 | 2 min read

VCCP Australia has continued to expand its campaign for insurance price comparison website Compare the Market with a Facebook campaign inciting followers to choose new characters to feature in the campaign.

The page has in excess of 65,000 likes, and is part of an ongoing campaign designed to increase awareness for comparison website comparethemarket.com.au. The 'meerkat' campaign has been ongoing since 2009.

In a statement attributed to CGI character frontman ‘Alexander Orlov’, Compare the Market said: "Is dream of mine to feature Australian meerkats on my meerkat comparison site, comparethemeerkat.com.au.”

The statement added: “I have now make expansion of meerkat database to never seen before levels of distinction. Many friends of my face on the Facebooks make excellent suggestion and after extensive search I found five new Auskats for comparison. My head of IT, Sergei, has been very busy inputting their profiles into system. Simples!"

George Meligonis, managing director of comparethemarket.com.au: "It's been great to get input from Aleksandr Orlov's Facebook fans by allowing them to decide which new Australian meerkats they wanted to appear on comparethemeerkat.com.au.”

He added: “Those who took part may have also spotted their meerkat suggestions incorporated into our latest advert. We plan to continue to use crowd-sourcing in the future as a tool to help fans connect with the brand and be a part of our decision making process for this creative campaign."

The campaign is to be extended to a dedicated app available to iPhone 5 users.