Comparison website Compare the Market has leveraged earned media and engagement on social platforms for a new tongue-in-cheek campaign which took aim at Aussies’ habit for misspeaking the term ‘Daylight Saving’ with an additional ‘s’.
Taking the issue seriously, Compare the Market ambassador Aleksandr Orlov issued correction letters to some of the nation’s most popular radio hosts and reporters.
The meerkat personally set the record straight with Will & Woody on KIIS FM, where he weighed into a debate on common spelling and grammar errors.
The pedantic PSA also struck Hit 106.9, where breakfast hosts Jess Farchione, Nick Gill and Nick ‘Ducko’ Allen-Ducat were educated on the listening powers of meerkats.
To make the most of the earned exposure, Compare the Market ran adverts across the Southern Cross Austereo and Australian Radio Network, as well as homepage takeovers across some of News Corp Australia’s leading titles and YouTube.
Compare the Market’s general manager for brand, Michael Goodhew, said it was an exciting and rare opportunity to use a moment in time for the company’s mission – to help Australians save on the cost of running a household.
“It’s about time we took the ‘Savings’ out of Daylight ‘Saving’ and returned them to our hip pockets,” he said.
“We’re using the clock change as a wake-up call to remind Aussies to reset their personal finances and get on top of their bills.
“While having a bit of fun, we’ve delivered a memorable message about making the time to compare and save.”