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46 Compare the market

Comparethemarket.com

Company: BGL Group Ltd

Brand value: US$1,516 million

Headquarter city: Peterborough

Change since 2017: NEW ENTRY!

Industry: Price Comparison

Year formed: 2006

ComparetheMarket.com is a comparison website which offers customers independent comparison on the price, cover and features of car, travel, pet home and life insurance as well as energy tariffs, broadband and mobile phone packages, and financial products. Its “Compare the Meerkat” campaign, featuring a Russian-accented meerkat character as the brand mascot, has been associated with the brand since 2009. The meerkat uses the catchphrase “Simples” to refer to the ease of comparison through ComparetheMarket.com’s services. Compare the Market is reported to be partnering with Tastecard on a dining scheme for customers called Meerkat Meals. The name would build on the existing Meerkat Movies programme, which offers two-for-one cinema tickets. A recent advertising campaign for the brand pays homage to a number of Hollywood classics; it features meerkat characters Aleksandr and Sergei giving their rendition of the Barbra Streisand classic, Rain On My Parade.

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