Entertaining the Nation

Client: GoCompare

GoCompare’s most recognisable asset, Gio Compario, was beginning to negatively affect brand preference and business results due to his irritation factor and ‘that’ jingle, despite several different campaigns over the years to make him appear more likeable. However, when Wynne Evans (the real man behind Gio) appeared in adverts alongside his alter ego, brand perceptions turned more positive.

We realised that we needed a content partnership that would engage and accelerate Gio’s likeability in the eyes of our audience. With its great reach and entertainment, Family Fortunes was decided as the perfect programme to align ourselves with. With ITV and Drum, we created “Our Survey Says” – the first ever interactive gameshow advert, with Gio and Wynne’s families competing against each-other. We positioned the ad breaks as a continuation of the programme itself, airing them first-in-break with the Family Fortunes set-up and theme music, as well as creating sponsorship idents for use on social. The results were incredible – 94% of viewers said they liked the game show ad breaks, generating a high volume of audience participation with 105k unique visits to the competition microsite and over 22k completed entries. 79% of viewers didn’t find the advert annoying, and during the months the adverts aired, Go Compare enjoyed their biggest lead in ad awareness since 2019, beating Compare the Market who outspent Go Compare 5:1, demonstrating that bold and brilliant creative strategies have paid off for the brand communication strategy.