GoCompare - Monster Bill

Advertiser GoCompare
Sector Finance
Buying route AGP
Audience Adults, 16-34 Adults
Sector Finance
Target Audience All Adults 16+
Package AGP
Media Agency CARAT
Creative Agency Fold7
Duration 30"

Background

  • The singing tenor Gio Compario has been the face of GoCompare since 2009, successfully building the brand over the last nine years. However, the marketplace is a very competitive one, where maintaining and increasing share of voice is incredibly important. GoCompare wanted to move its messaging on to reflect its mission of saving people money.  Enter a new, greedy, money-hungry villain – Monster Bill.

  • Monster Bill is a thief - the personification of over priced car insurance – who is stealing driver’s hard earned cash. The campaign shows how GoCompare can help save the day, stop Monster Bill and recover money for drivers.

  • The new campaign had two primary objectives;  firstly to raise awareness of GoCompare and its ability to save customers money and secondly to drive consumer brand consideration.
     

Plan

  • GoCompare’s new campaign utilised a AV combination of TV, online video and cinema, alongside radio, print and outdoor advertising.
  • GoCompare wanted to extend cover of its new campaign with cinema offering an effective way of reaching a wide range of lighter TV viewers - in an environment where they are receptive and engaged.
  • GoCompare bought an AGP ensuring its new ad ran across a variety of titles including Kingsman: The Golden Circle, Victoria & Abdul and The Lego Ninjago Movie, reaching broad adult audiences respectively. 
     
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