comparethemarket.com is a UK price comparison website, founded in 2006, that is part of the BGL Group. The website also offers other on-line companies the ability to provide their customers with a co-branded or white labelled comparison service.
In 2009 the company launched an advertising campaign featuring a series of meerkat characters, after which it became the third-largest price comparison website in the UK.
Video Comparethemarket.com
History
The website was set up by Budget Group (now BGL Group) in early 2006, following a decision to sell its high street business to Swinton.
In 2012, Comparethemarket.com.au launched its comparison service in Australia. The Australian company's television advertisements also feature the meerkat characters Aleksandr Orlov and his Head of IT, Sergei. However, these ads differ from the UK's, with one such storyline revealing the meerkats have purchased comparethemarket.com.au.
Comparison Products
Compare the Market allows customers to compare prices on a number of insurance products including car, home, van, life, pet, travel and over 50s insurance. It has also expanded in to the comparison of items that can be switched such as energy/utilities, broadband and digital TV, as well as a range of financial products such as loans, credit cards and ISAs.
Compare the Meerkat campaign
On 5 January 2009, the company launched an advertising campaign featuring a CGI Russian meerkat character named "Aleksandr Orlov" who pleads with viewers looking for cheap car insurance to stop confusing his meerkat comparison website comparethemeerkat.com with comparethemarket.com, due to the similarity between the words meerkat and market. As part of the campaign, Comparethemeerkat.com was created which does indeed allow visitors to compare meerkats.
In August 2009 an opinion piece in The Guardian newspaper accused the advert series of racism for mocking Eastern European accents. However, the Advertising Standards Authority stated that it had not received any similar complaints.
On 12 November 2012, the website started sponsoring the long-running soap opera Coronation Street on ITV in a three-year deal, costing around £30 million.
Other adverts
In December 2012 another advert was launched this time featuring Maurice Wigglethorpe-Throom (played by Robert Webb) the founder of Compare the Market and his assistant Spencer who find out about Aleksandr (who makes a cameo appearance in a photograph) and Compare the Meerkat.
Maps Comparethemarket.com
See also
- Moneysupermarket.com
- Confused.com
- Motorway (comparison website)
- uSwitch
References
External links
- Official website
- Meerkat Movies
- BGL Group History
- Result and review 2009 to 2010 - p11
- Peterborough News "Meerkat mania was born in Peterborough"
- Compare the Market Australian Site
Source of article : Wikipedia
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