VCCP moving into more tailored ads for comparethemarket.com.au
There will be a larger amount of new localised content in future Comparethemarket.com.au campaigns with the brand launching the latest instalment in its compare the meerkat campaign urging consumers to compare insurance options prior to the health insurance price increase from April 1.
In previous iterations the brand has used recycled animation from its UK campaigns from agency VCCP, but the agency’s Australia managing director Peter Grenfell told Mumbrella the latest ad is “probably 70 per cent a new ad and 30 per cent an old ad”.
“The first couple of ads we did when we started a year ago were change the logo and change the voiceover, gradually over time the ads have become more and more tailored and more and more Australian,” he added.
The ‘Tough decisions’ commercial, created by VCCP, features meerkat Aleksandr Orlov with his head of IT and head tea maker Sergei suffering from stress as Australians mistakenly turn to comparethemeerkat.com.au rather than comparethemarket.com.au to compare health insurance policies.
Grenfell said the change in approach had been caused by the “differing business needs” for the comparison site in the Australian market, adding: “You need to adapt your creative accordingly. In this new ad, the whole script is new, the voiceover is new – it’s all for Australia. Some of the animation is existing stuff.
“Going forward over the next year, we will probably get to a place where we’re creating new stuff because of business needs and very specific information we need to put out there but we’ll probably keep using some of our existing assets.
“Agencies in Australia are very guilty of always wanting to create the next new thing when actually you’ve got to say we’ve got some amazing stuff that exists already, let’s be as creative and clever with it as we can be to tell the story we need to tell it.”
The site launched in Australia in January last year, with the meerkat Aleksandr Orlov introduced in February and the first commercial airing in June.
Credits:
- Agency: VCCP Australia
- Animation: Passion Pictures
- Creative Director: Dean Hunt
- Copywriter: Karen Ferry
- Art Director: Emma Morton
- Agency Producer: Ellie Gibbs
- Group Account Director: Elizabeth Barnett
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I know I shouldn’t … but I do love these ads.
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