Compare the Market warns Aussies they could be sleeping through savings in new work via VCCP
In the second phase of its current campaign financial comparison platform, Compare the Market via creative agency VCCP Sydney, is shining the spotlight on a key money-saving moment most of us miss out on when we get sent an insurance renewal notice.
The campaign highlights why doing nothing may mean you’re paying more than you need to for the same insurance.
In the TVC, we see young meerkat Oleg Orlov, continuing his introduction into the family business. This time, Oleg is touring the research wing where he learns about ‘Savings Sleepers’, people who don’t take the time to check whether they’re being overcharged on their insurance renewals. After an alarming moment, ‘waking up’ a test subject, the meerkats get the situation safely under control with a better deal from Compare the Market.
The campaign will run on TV, out-of-home, radio, online video and social activity.
Says Michael Goodhew, general manager – brand, Compare the Market: “Our new campaign is a rallying cry for all Australians to wake up and check their insurance renewal notice. By visiting Compare the Market to look for a better deal, Australians can avoid renewal rage.
“From July 1, all car and home insurance companies need to show their customers their new insurance quote right next to the previous premium. With these changes consumers are going to be more alert than ever to their insurance costs. Off the back of our strongest performance in the General Insurance sector since we commenced in 2013, we’re expecting consumers to turn to Compare the Market more than ever before as the leading marketplace connecting buyers to insurers.“
Says Paul Sharp, creative director, VCCP: “The campaign hits home the reality of our brand message in its simples-est form, ‘It pays to compare’.”
Agency: VCCP
Executive Creative Director: Scott Huebscher
Creative Director: Paul Sharp
Contributing Writers: Daniel Wood, Joe Van Trump
Producers: Sue Hind, Esme Fisher, Paul Friedmann
Senior Account Manager: Sannidhi Mehta, Daniel Wood
Group Account Director: Elizabeth Barnett
Managing Director: Suzie Roberts
Strategy Director: Josh Manning
Executive Planning Director: Kim Feitelberg
Production Company: Passion Pictures
Director: Dave Scanlon
Sound: SongZu
Client: Compare the Market
Brand and Campaign Coordinator: Amber Hagan
Brand and Campaign Manager: Carolina Perez Rebolledo, Nikolah Best
General Manager, Brand: Michael Goodhew
Chief Marketing Officer: Chris Catchpoole
4 Comments
I say this without malice, but the work on this campaign is getting poorer with each new iteration.
It’s time for new brains to work on it. It’s good that they’ve stuck with the meerkats from a consistency perspective, but they’ve obviously run out of ideas and talent.
Say what you will, I reckon this is a bit better than some of the other stuff. Hits on something that’s relevant to what they sell and to the people buying it (more than can be said for that Dame Edna spot). By no means world-beating but it feels like a step in the right direction.
Honestly, it’s rubbish.
These meerkats should have been euthanised years ago.