Go compare - the power of shouting
2010-09-08 | Filed Under Communications |
There was a time when I thought that ‘comparethemeerkat’ was a superb piece of advertising. (Let’s ignore the fact that the meerkat campaign has lost its way - they are struggling to work out how to take it forward). When it arrived it made comparison sites mainstream. It was so unusual that it was hard to see how anyone could top it.
Then along came ‘Go compare’. Now I’m not saying by any means that it’s a great piece of advertising from an aesthetic point of view. But it’s hard to argue against the sheer compelling intrusiveness of the fat bloke singing. A really bad (good?) jingle, repeated time and again and it has entered our consciousness. The same with ‘we buy any car’. Naff jingle, but at least you remember it.
Luckily for comparethemarket the effect has probably been to grow the market and usage of such sites.
But the lesson for marketers is clear - for all the sophistication of the multi-media world in which we live, a good bit of shouting doesn’t half work
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