Achieving cost-effective searches online can be a challenge, especially for companies like UK car insurance aggregator, Compare the Market, where the keyword ‘market’ is so generic it equals expensive.

But this smart campaign really stands out from the crowd. It not only avoids high search costs, but has also more than tripled its web traffic and is creating quite a storm with its entertaining appeal. Its solution - develop an alternative site, comparethemeerkat.com, to help drive more traffic to the official site.

It all started with TV and radio, you can view the TVC below.

The media leads people to a continuation of the story online, which is in fact a gentle diversion to the more serious business of comparing car insurance.

Challenge met – results see the cost per click is reduced from $8 to 8c per click. Driving Compare the Market cost per acquisition down 73%. Traffic increased by 400%.

The campaign is further strengthened with strong integration into the social media environment with Facebook, Twitter and has resulted in a number of spoof campaigns on YouTube, like this one.

“This campaign really highlights the synergy between offline and online media and the importance of ‘closing the loop’ on all campaigns. All possible search terms need to be covered to capture all interest including above the line messaging and tag lines. It’s important to take a broad view with all campaigns and ensure you have search supporting your offline campaigns, so it can capture the increased traffic volumes and drive greater efficiencies through targeting uncompetitive keywords in a competitive marketplace.”

Jon Roberts, General Manager, Columbus

Posted by: Carmen Campbell
Thanks to: Compare the markets, Compare the meerkats, Emma Hall, Advertising Age, Jon Roberts, General Manager, Columbus

Maybe it’s the music, maybe it’s because I’m a kiwi?

Either way, Air New Zealand’s latest campaign ‘nothing to hide’ makes me smile. It makes all other airlines feel too serious (OK, OK, not Virgin Blue I agree) and certainly does something to move the Air New Zealand brand into a more contemporary space. The message is simple – they don’t charge for extras.

Another interesting point, the talent are Air New Zealand staff (who are probably braving the cold winter air on the day of the shoot) so I imagine the word of mouth created within the company, family and friends alone will be worth something. Having staff as stars can create challenges but diminishing staff morale is rarely one of them.

Check out the baggage handler with silver hair, he’s actually Air New Zealand’s CEO Rob Fyfe.

Here’s the ad…

Here’s the in flight video that integrates things further…

And finally, the behind the scenes take on things to keep story going…

Posted by: Carmen Campbell
Thanks to: Air New Zealand

Here’s one for the Scottish among us. Or the Johnnie Walker enthusiasts. Or in fact anyone that appreciates a well-executed piece of content.

Not that I’m a fan of whiskey, but this held my attention for the full six minutes.

Created as a story, confidently told by Scottish actor Robert Carlyle, (Trainspotting, The Full Monty, Angela’s Ashes), this is a brilliant example of how a long-standing brand continues to demonstrate strength and confidence.

Thanks to: Johnnie Walker, BBH London, Adverblog, Adland.tv

A fun piece from Evian water, featuring 96 babies dancing to the hip hop beats of a new version of ‘Rapper’s Delight’ from rapper Dan the Automator.

Like it?

Thanks to: Evian, BETC Euro RSCG – Paris, Dan the Automator

Traditional media remains vital to the communications mix – but when consumers are subjected to up to 3000 messages a day there are valuable lessons to be learnt from Honda’s approach to using old media in new ways…

One brand thinking laterally when it comes to advertising has to be Honda.

Adding to its growing library of insightful work (The Clog & The Impossible Dream), it recently made history by broadcasting a live TV spot in the UK. Using a conventional three minute ad break as the platform, the spot featured 19 sky divers spelling out ‘H-O-N-D-A’. The jump, screened live, drew an audience of 2.2 million and an estimated 168,000 people tuned in just to watch the ad.

Honda then extended the brand experience. Its official blog documented the challenges and brought the execution to life, appealing to today’s interactive consumer.

In an age when TV advertising is increasingly being skipped, the onus is on us to continuously evolve our approaches to include new executions that compel people to want to tune in to – people, who, in a world of clutter, are waiting to be impressed.

Thanks to: Channel 4, Honda

Banksy, a British street artist, has opened a show in New York depicting the skewed relationship humans have with pet stores, processed meat and brand consumption. Is it art? Or is this an example of creative retailing?

At first, ‘The Village Pet Shop and Charcoal Grill’ looks like an ordinary pet shop, until you get inside. The experience is one for the senses – visitors walk among a monkey watching TV, mechanical chicken nuggets and a number of other unusual sights. Banksy is critiquing over-consumption.

The interesting aspect of this show (Apart from the obvious show itself) is that, eventually the displays will go on sale like any other art show. If we consider Banksy as a brand, it’s a brand re-inventing what it is to present and sell. Imagine if you could re-invent your brand to do the same?

Thanks to: Banksy, Creativity Online