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Compare the Market Advertising Campaign Case Study

Rob Miller | Wednesday July 23, 2014

Categories: GCSE, Eduqas (WJEC) GCSE, WJEC GCSE Media Studies, Advertising, Marketing, Viral Advertising, Key Concepts, Audience, Genre, Ideology, Media Language, Narrative, Representation & Stereotyping, New Media, Internet, Social Networking, Making Money, Synergy

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Institutional Factors

Compare the Market the company was founded by The BGL Group (insurance companies) in 2005 as a ‘Price Comparison Website’ while Compare the Meerkat is an advertising campaign for this brand. The campaign was launched January 2009 and is still running as of July 2014, centred around a CGI anthropomorphic Russian meerkat called Alexander Orlov, plus his family and friends.

The idea of choice that is represented in the advertising is mythical – many companies on CTM are part of BGL group (synergy) with key competition being GoCompare (USP - Gio Compario) and Confused.com. The USP and ESP of the Compare the Market advertising campaign is Alexandr Orlov with Orlov voiced by actor Simon Greenhall who plays Michael from Alan Partridge. Catchphrase and taglines are important in advertising and Orlov’s catchprase is “Simples?.

The characters were designed by Darren Walsh from Passion Pictures, who also directs all of the commercials. Passion Pictures are a west London film and animation company (visuals – Gorillaz) with Darren Walsh himself a critically acclaimed writer/director using stop frame animation and CGI. In his early career he worked at Aardman Animations (Angry Kid) but now works almost exclusively in advertising. Walsh’s clients include: Peperami, Specsavers, BBC iPlayer, Duracell, National Express Trains and the Sony Bravia ‘Play-Doh’  commercial (live action animation only – the narrative involves plasticine rabbits taking over New York).

The Advertising Agency used was VCCP: a British advertising agency (Marketing Magazine’s Agency of the Year 2011). Their clients include MORE THAN Freeman, O2, Carling, Saga, nPower and were founded in 2002. VCCP aim “to make iconic adverts that become part of popular culture?. They are owned by the wealthy Chime Communications PLC (a holding company for a portfolio of 35 PR/Advertising businesses including VCCP). Lord...


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