Go Compare and Compare the Market. I know which one I’d prefer knocking on my door

Go Compare is launching its 2nd TV campaign featuring their opera singer ‘Gio Compare’ and according to Technology Weekly, the first round of ads raised brand awareness by 450%. Not bad for an advertising campaign that has annoyed more people in the UK than England’s World Cup performance (OK, slight exaggeration).

This got me thinking about advertising that makes people wince; stuff that’s so bad, you just can’t help singing along and wandering along zombie-like into the high street to buy one. Remember ‘Shake ‘n Vac’. My guess is that 99% of you can still sing the jingle.

A poll on www.mirror.co.uk lists the ads that “make you want to put your foot through the telly”, and no surprise, Go Compare comes top. Interestingly, out of the top ten, there is one other insurance comparison site, Confused.com and two insurance companies, Churchill and Swift Cover. Personally the Swift Cover ads featuring Iggy Pop don’t make me angry, they just make me wonder whether I’m actually asleep and having a bad dream.

Back to GoCompare. OK, brand awareness is up, but do we have to offend people to get noticed? I don’t want people just to remember a brand, I want them to remember it fondly. Go Compare’s number one competitor, ComparetheMarket.com is completely bonkers and everyone has fallen in love with Aleksandr the meerkat. This campaign is witty, it’s memorable and it gives you a nice warm feeling about the brand. Everything that decent advertising should be –  simples (sorry, couldn’t resist)! And if you haven’t already seen it, check out comparethemeerkat.com, it almost makes me like insurance companies. Enjoy.