Background.Following their memorable TV campaign featuring the opera singer Gio Compario, Go Compare wanted to take their campaign to the next level, and build hype around the next instalment of the TV campaign.

Go CompareA classic tease and reveal

Idea.Capitalising on people’s strong feelings towards the campaign and the central character, Go Compare would create intrigue by posting billboards which appeared as if they had been defaced by the general public, alongside non-defaced ones, using a total of 7 different executions. 48 Sheets in particularly run-down areas were hand-picked, in order to make the graffiti less incongruent with the environment. Hype around the campaign would then build before the campaign culminated in a new (and final) instalment of the TV campaign. Liverpool

Results.A huge following on social media networks including Twitter (approx 500 Tweets per day) plus national press coverage.

Go CompareA huge reaction on social media and the national press

Liverpool

Coverage National

Media agency Carat

Specialist agency Posterscope

Creative agency Dare

Environment & formats Urban 48 Sheets

Number of faces 956

Target audience All adults

Date & Duration 25th June – 8th July 2012

“The idea behind the 48 sheet campaign was to drive intrigue as a tease campaign in the lead up to a new TV ad. Go Compare were looking to build hype around the billboard campaign and after seeing the reaction on Twitter and other social sites this seems to be getting bigger and bigger”.Lydia Osborne, Posterscope

Additional Information.

Image rights: Yes

For external disclosure: Yes

Go CompareCampaign details