The guys at Compare the Market are very brave and clever. If you've ever been on their site to look for financial services or the whole host of things they offer, you'll know that they are very good at giving you a great service that saves you cash and time.
But I guess for them and you probably its pretty dull stuff, I mean just how excited can you get about it, not very is my guess.
Which is shy their Compare the Meerkat campaign is go good. My first glimpse of the campaign was the spoof email I got from Aleksandr the annoyed Meerkat running his site comparethemeerkat.com which is losing visitors to comparethemarket.com. The great thing is that its done with total conviction, no giveaway that its really from compare the market. The team there have given their customers the benefit of having a sense of humour and not had to explain the joke to them. When you click through the email you get a fully functioning website, which delivers a way to actually compare Meerkats, to tricks or gimmicks shoved in the way.
Here's the TV ad too, which completes the whole set.
On top of that there's even a FaceBook group for compare the Meerkat which already had 17,000 members. All this results in a fantastically executed campaign which has great viral qualities and makes what could have been a very conservative campaign work very, very well.