Don't Be a Wombat: Comparethemarket.com Encourages Better Decision-Making with Introduction of 'Carl'

Comparethemarket.com, the price comparison website, has unveiled its new campaign, "Don't Wombat It, Meerkat It." The campaign features a TV ad introducing a new character to the iconic line-up: Carl, Aleksander the meerkat's hapless Australian nephew. Despite his good intentions, Carl's actions and decisions often have amusingly unforeseen consequences.

The ad, created by VCCP, is supported by a multi-channel campaign and will be available to view on TV screens and the Meerkat YouTube channel from 26 December. The campaign aims to recognise that we all have moments where we don't quite get it right, despite our best efforts. Comparethemarket.com is encouraging consumers to be more like the sensible meerkats and equip themselves with the tools they need to make better informed financial decisions.

Commenting on the launch of the new campaign, Kristin Sonfield, marketing director at Comparethemarket.com said: “We’re delighted to welcome a new character to the meerkat family, the loveable, well-intentioned yet hapless Carl. We all have those relatable wombat moments where we don’t get it right, despite our best intentions! So we wanted to create ‘don’t wombat it, meerkat it’ to show that’s OK, and that it’s what we do next that’s the main thing. The best way to make up for a bad decision, is to make a good one - to flip the switch and be more meerkat. Carl is a very welcome addition to the fold, and we can’t wait to see how his story develops - and how long Sergei can put up with him!”

The integrated campaign has been developed by VCCP Blue (creative), OMD (media), What They Said (influencer) and Exposure (earned media).