It hadn’t occurred to me that the creators would go to the extent of creating a website to accompany the concept. But then when I began read about the campaign as a whole and understand the scope, I found it works on so many levels, across a multitude of media.

The standout from other competitors in the market has been a great success “Times Online reports, citing Hitwise stats, that the site increased its market share of UK insurance comparison site visits by 76 percent since the campaign was launched in December 2008.” With the ongoing viral campaigns, tv ads, soft toys of the characters (you can even follow Aleksandr on twitter), it seems that the campaign still has the legs to carry it on throughout this year – All this from a concept concived by a couple of drunk creatives in a pub who decided that Compare The Market sounded quite similar to Compare The Meerkat. …simples!