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.
