comparethemarket.com
Joining VCCP in 2008, just as Aleksandr the meerkat was becoming a national phenomenon, was pretty surreal. It’s surely the best example in recent times of how a seemingly daft but strategically sound and well-crafted creative idea can totally transform a sector that had clung to the belief that only dull, rational advertising would deliver results.
The evolution of Aleksandr
Arriving on the team just after the launch spot and it’s follow up (Jingle) had introduced Aleksandr Orlov to the British public, the next two years were all about evolving the world he inhabited thereby ensuring comparethemarket.com remained top-of-mind when people opened a browser renew their insurance.
We introduced Sergei, Aleksandr’s long-suffering assistant. We created micro-sites, chart-topping iPhone apps and even dabbled with a podcast that featured Aleksandr interviewing David Hasselhoff (it seemed like a good idea at the time).
This kind of see-what-sticks, ‘branded everything’ approach is now common but was an extremely brave move in 2009 and it paid dividends for the brand.
My final project was as part of the team that delivered A Simples Life, Aleksandr’s autobiography. It was published in 2010 and sold over 500,000 copies, beating celebrities including Lord Sugar, Katie Price, Michael McIntyre, Tony Blair and Keith Richards to the coveted No. 1 slot in the lead-up to Christmas.
Made with a huge team of meerkat wranglers at VCCP, chief among them were Clement Woodward & Rich Connell (Creatives), Darren Bailes & Matt Lloyd (Creative Directors), George Everett (Strategy Director) and Patrick Flynn (Account Director).