Compare the Market introduces AutoSergei – a robotic re-imaginging of its top mascot


By Rebecca Stewart | Trends Editor

December 24, 2018 | 3 min read

There's a new, high-tech meerkat in town, with Compare the Market set to introduce viewers to AutoSergei on Boxing Day (26 December).

To promote the launch of automated deal-checking tool EnergyCheck – which offers regular checks and monthly alerts to ensure customers are on a competitive energy tariff – the aggregator has unveiled a robotic re-imaginging of one of its best loved mascots and head of IT, Sergei.

We're introduced to AutoSergei via an Apple-esque keynote conference., where head meerkat Aleksandr explains: "AutoSergei is just like real Sergei but without the fleas."

Say hello to AutoSergei™ | Full version | Compare the Market | Keep Life Simples

The spot introduces us to AutoSergei via an Apple-esque keynote conference

The audience cheers as AutoSergei appears on a giant screen behind Aleksandr, speaking in a robotic voice.

The spot, created by VCCP Blue, will air on TV in key on Boxing Day during Coronation Street at 7.45pm and James Bond: Quantum of Solace at 9.40pm.

Earlier in 2018, Compare the Market canned its long-lasting meerkat toy promotion to focus on its Meerkat Movies drive. The price comparison website has had success offering free mascots to new customers as a means of driving footfall and retention, but after seven years it chose to retire the scheme.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

VCCP Blue: Say hello to AutoSergei by Compare the Market

By VCCP Blue

Overall Rating 4/5

Vote now

More from Advertising

View all


Industry insights

View all
Add your own content +