How do you get people to remember a long, generic brand name? We created Aleksandr Orlov, a wealthy Russian meerkat and owner of website comparethemeerkat.com. Frustrated by people mistaking his site for comparethemarket.com, Aleksandr launched a multi-faceted campaign to clear up the confusion. TV and radio ads drove intrigued users to his website where they could compare meerkats or click through to comparethemarket.com. Aleksandr also had conversations with fans on Facebook and Twitter, offering insights into his world and problem, and bespoke content. In a category traditionally dominated by rational, insistentmessaging, Aleksandr proved a welcome relief.
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