Compare the Market has launched its first Australian campaign under new CMO Jenny Williams with the top marketer revealing she can't see a future for the brand without the meerkat characters.
The UK's favourite meerkats have made the move to Australia, preaching Compare the Market's 'simpleness' philosophy in the latest campaign.
The TV ad sees the brand's iconic Russian meerkats move into the imaginary Australian suburb of Bushtail Place. The meerkats introduce their neighbours to the idea of 'simplesness,' the brand's philosophy for saving users time and money.
It's the first from recently appointed CMO Jenny Williams, who departed HCF for the role at Compare the Market last year.
Williams tells AdNews on joining, she first wanted to understand the value the meerkats offered the brand.
She says she quickly realised how much love there is between consumers and the meerkats characters, but still wanted take the campaign to a more mature level.
"This campaign is about reigniting the perception of the brand," she says.
To compliment the TVC, Compare the Market has created a financial self-help book titled Money Made Simples, as a free-to-download eBook offering tips on how to best meet money goals.
The eBook offers tools such as a budgeting calculator and savings tip generator, to make the book interactive and instructive.
The company has also recently reinvented its logo with the recognisable meerkat featured prominently, for viewers to instantly connect with the brand.
Williams says the new logo aims to connect viewers more strongly to the Compare the Market brand rather than just the meerkat characters.
It's also the first campaign created by VCCP locally.
VCCP credits:
Creative Director: Matt Lloyd
Creative team: Chris Willis and Jade Sturman
Account Director: Edward Hughes
Account Manager: Daniel Wood
Agency Producer: Sue Hind
Passion Pictures:
Director: Dave Scanlon
CTM credits
CMO: Jenny Williams
Communications Manager: James Boshier
Brand & Campaign Specialist: Carolina Perez Rebolledo
