Compare the Market is making a song and a dance out of Mondays with the launch of “Meerkat Mondays”, a $1.4 million a year membership program. The “Meerkats Mondays” campaign was created by Compare the Market’s creative agency VCCP Sydney.
Customers buying through Compare the Market are rewarded with a Meerkat Mondays membership, enabling them to play for $20k of prizes every Monday for six months.
The campaign, which launches on Monday, will be supported by billboards across the country. A razzle-dazzle TV ad, radio spots and online videos are set to launch in early March.
Says Rob Clancy, chief executive officer at Compare the Market: “We’re drawing people’s attention to the benefits of the potential material savings available to many Australians who let their policies automatically renew and end up paying far too much.
“Meerkat Mondays is our all singing, all dancing way of rewarding people who compare and buy eligible products through Compare the Market.”
Hundreds of prizes will be given away each week, which include top of the range flatscreen TVs and even new-release products that have proven difficult for consumers to get their hands on, such as the Playstation 5. Over the year there will also be four Mini Cooper cars given away.
There are new prizes released every Monday, with members able to play each week for six months – even if they’ve already won. Members can extend their chances of winning by reactivating their membership by buying further eligible products.
Says Chris Catchpoole, chief marketing officer at Compare the Market: “We’re turning the week upside down and banishing the Sunday Blues. Meerkat Mondays will delight our customers and enable us to have fun and regular contact with them in a way that only the meerkats can do.
“This is the first time we’ve incorporated a membership scheme into our marketing strategy and are confident that it will be loved by customers, encouraging greater stickiness, favourability and sales.”