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.