Gocompare.com is set to launch its latest ad campaign, heralding a new dawn for its love/hate brand ambassador Gio Compario, on New Year's Day.
Created by Fold 7, who were appointed to the Go Compare account in November, the creative follows a segue ad, designed to tease the new campaign, launched on Christmas Day.
Briefed with shifting consumer perception of the brand, Fold 7's multi-million pound campaign takes the brand in a new direction and will run across TV, radio, outdoor and online.
"We’re very excited by the forthcoming launch of the new campaign. We think Gocompare.com works harder for consumers than any other comparison site and we wanted a campaign that would help us communicate that message in an entertaining way," said Kevin Hughes, chief marketing officer at Gocompare.com.
"We know that people will be keen to see what happens to Gio next. The new campaign will firmly position him as the legend that we all know him to be, but will also see the introduction of new characters enabling us to convey aspects of the Gocompare.com service that differentiate the brand still further."
Ryan Newey, Fold7 founder, added: "We have had so much fun with this client. They are a great team of people with a genuinely great product. Like them or not, their previous campaigns have done a fantastic job of getting the brand into the psyche of the nation, but it’s time to move on. The new campaign will invite consumers into the world of Gocompare.com, quite literally."
A series of executions are set to appear throughout the year.