THE VOICE OF CHOICE
BRIEF
IDEA
In a bid to drive more consumers directly to their website rather than bidding for expensive search hits, Go Compare decided to change their name and URL to Go.Compare. Our brief had one simple focus: make this change sticky with the UK public.
The consistent factor in Go.Compare’s advertising over the years has been their famous jingle, delivered in operatic style by Gio Compario. Music has always been at the heart of what makes the brand distinctive, so we created a musical solution to deliver the new URL: ‘The Voice of Choice.’
CAMPAIGN
We created a fully integrated sponsorship of The Voice UK on ITV.
Aligning with the tropes of the show, our campaign followed the humorous journey of our operatic duo during their own talent search for the ‘dot’ in Go.Compare, which played out across a series of idents, and was supported by contextual brand ads.
RESULTS
CORRECTLY RECALLED THE NEW
BRAND NAME
36%
ADDITIONAL TRAFFIC TO THE NEW URL
8%
INCREASE IN BRAND PREFERENCE
50%