GoCompare creates opera singer to take on Comparethemarket's meerkat

LONDON - GoCompare.com is launching its first multimillion-pound brand campaign as it looks to reclaim market share from Comparethemarket.com.

GoCompare creates opera singer to take on Comparethemarket's meerkat

The TV ads break on 19 August. They will introduce an opera-singing brand character called Gio Compario, the creation of veteran husband-and-wife advertising team Chris Wilkins and Sian Vickers, who were behind the Sheilas' Wheels campaign.

In the first ad Gio is shown singing in a coffee shop to the tune of the George M Cohan classic Over There, but using the words 'GoCompare'.

GoCompare.com has previously run ads highlighting its star-rating feature. The shift follows Comparethemarket's rise in market share on the back of its 'meerkat' campaign.

Read this week's profile of Comparethemarket.com marketing director Mark Vile