New Gocompare ads feature David Mitchell
Gocompare.com, the financial services comparison site, is launching a series of radio ads this week featuring 'Peep Show' star David Mitchell.
The ads, created in-house, will run on all national radio stations, as well as Spotify and we7 from today (22 December). The push forms part of the integrated "Gio Compario" campaign.
The radio spots start with spoof advertisements for fictional product, such as spray-on socks, which are interrupted by the Gocompare.com character singing that users "will thank their stars" after using the site.
Nicholas Hall, head of marketing at Gocompare.com, said: "The Gio campaign has been a huge success and resulted in real results for the company in terms of an uplift in traffic to the site and, ultimately, in quote volumes.
"The character is so recognisable and viewers or listeners have got used to him popping up in random situations, but we have evolved the format and taken the element of surprise that one step further.
"The ads have very little actual Gocompare branding in them, but play on that brand recognition that Gio now has with any audience."
Running alongside the radio ad, Gocompare.com last week announced the launch of a TV ad on Christmas Day, that pays homage to the silent movie era, where Gio Compario will not sing.
Nick Hall, head of marketing at Gocompare.com, said: "We’re giving viewers a break from Gio's amazing voice in the TV adverts this Christmas with our salute to the silent movies."
This article was first published on marketingmagazine.co.uk
- Price comparison start-up hires Zurich marketer Corfield
- Gocompare.com moves digital display into MEC
- Brand Health Check: Spotify
- Adland's 'most irritating' character to release charity single
- GoCompare to launch ads on BB eviction night
- GoCompare creates opera singer to take on Comparethemarket's meerkat
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Graphic Designer CitNOW £25,000-£35 000pa, Wokingham, Berkshire
- Senior Account Director or Group Account Director, Social / Digital, £60k - £70k, Old Street Agency MODA consult up to £70k + excellent benefits, Central London, Old Street
- Agency Candidates Required Michael Page Digital GBP25000 - GBP50000 per annum, Guildford
- Blippar connects disjointed families, says MEC executive
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- Polycell gets cheeky in crack-filler campaign
- Initiative scoops Amazon global media business
- Marks & Spencer loses AdWords battle to Interflora
Forget the digital cluster bomb – be more like Bob
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.