Right, The following is an extract of an email I sent to a Digital Agency in London. I was asked by them the following question: In no more that 200 words, please describe your favourite digital marketing campaign and why you think it is effective.
Hopefully it was good enough to take my career further. Only time shall tell. This was my Answer
This campaign is at the forefront of my mind, which is a good sign, and so this is my favourite online campaign at present.
Comparethemeerkat.com follows the trend of website imitation, with there being many offshoots from Youtube.com and now with Twatter.com, the mock Twitter site. These offshoot or mock sites have proven to be hugely popular, making the creators a lot of money in tern. The only difference being that in Compares was constructed and funded by them, not an unwanted 3rd party. This in principal creates a great rapport with users, which is supported by the fun content; Highly involving, there are petitions to get ‘simples’ into the OED, links to facebook groups etc. The content is created with the online sharing culture in mind, to increase views. From support of more traditional media, it is obvious users are supposed to visit Meerkat first, enabling users to familiarise themselves with the brand, the genuine site layout. As this is done in a commercially subtle way without any ‘hard-sell’, it is just a little nudge in the direction.
That is why this has become such an effective site, because web users are actively wanting to interact with the brand, which ultimately puts comparethemarket.com in the forefront of their minds. It also makes something such as Market Comparison less boring and more approachable. This very different approach based on relationship building rather than function differentiating is something that makes me favour this site and campaign, and also compliment Comparethemarket.com’s bank balance.
Cheers, Scott
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