Compare the Market shocks Australians for sleeping on savings

Compare the Market has launched the second phase of its latest campaign via VCCP, the first being the introduction of the machine that goes bing.

Starring the meerkats Aleksandr, Sergei, and child meerkat Oleg Orlev, the campaign shows Aleksandr showing Oleg the ropes of the business.

The 30-second spot sees Aleksander showing Oleg a “Savings Sleeper” strapped to a monitoring device. Once he is shown the renewal notice, the man freaks out, only to be calmed once Sergei shows Compare the Market on a television screen. The spot ends with Aleksander’s catchphrase: “Simples”.

Aleksandr was introduced to the Australian market back in 2013, having been in the UK market since 2009. The iterations over the years have expanded the meerkat cinematic universe, most recently with a musical number celebrating Meerkat Mondays, the challenges lockdown with a child, being chased by a possum catcher, almost dying by falling off a cliff, and then being rescued by Dame Edna.

Michael Goodhew, general manager – brand at Compare the Market, said: “Our new campaign is a rallying cry for all Australians to wake up and check their insurance renewal notice. By visiting Compare the Market to look for a better deal, Australians can avoid renewal rage.”

VCCP creative director, Paul Sharp, said: “The campaign hits home the reality of our brand message in its simples-est form, ‘It pays to compare’.”

The campaign will run on TV, out-of-home, radio, online video, and socials.

In January, VCCP also released a campaign for Hipages.

Agency: VCCP
Executive Creative Director: Scott Huebscher
Creative Director: Paul Sharp
Contributing Writers: Daniel Wood, Joe Van Trump
Producers: Sue Hind, Esme Fisher, Paul Friedmann
Senior Account Manager: Sannidhi Mehta, Daniel Wood
Group Account Director: Elizabeth Barnett
Managing Director: Suzie Roberts
Strategy Director: Josh Manning
Executive Planning Director: Kim Feitelberg
Production Company: Passion Pictures
Director: Dave Scanlon
Sound: SongZu
Client: Compare the Market
Brand and Campaign Coordinator: Amber Hagan
Brand and Campaign Manager: Carolina Perez Rebolledo, Nikolah Best
General Manager, Brand: Michael Goodhew
Chief Marketing Officer: Chris Catchpoole


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