Best Use of Creative Personalisation

A Million Ads


We created radio ads for Compare the Market’s rewards scheme Meerkat Meals that personalise to the listener’s location, the day of the week and even to the specific time of day. The ads referred by name to both local chain restaurants and independents -​ using the voices of Compare the Market characters Sergei and Aleksandr themselves.

We created a campaign that brought these iconic TV characters to listeners’ local areas for the very first time. Our campaign is a prime example of​ big brands creatively using technology to become local​; dropping the nationally-famous meerkats into the listeners’ hometown and doing so with​ 1,457,201 variations of messages​ from the Meerkats across multiple ads throughout the year.

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