Go Compare or Go Away?
Posted by Monica Tailor, 28 June 2012
There's a rather clever Go Compare campaign going on at the moment. I noticed it about half way through the day, I'd seen a photo on Instagram from my friend Dean who spotted a Go Compare billboard which had been defaced to read 'Go Away'. Then later that day I saw another on a tweet. Then I noticed a graffitied poster whilst driving around Leeds which seemed to too much of coincidence. One graffitied poster is plausible, maybe even two, but not three?
A quick twitter search reveals revealed more people tweeting about graffitied posters but also comment from people saying it's all a "PR stunt".
I like it, it's bold and clever and shows that Go Compare are willing to have a laugh at themselves and enough in tune with the mood of the nation to know that some folks find their campaign pretty annoying. It takes some bottle to confront that fact and turn it into an potential positive.
What I'm curious to see is whether this is hailed as a successful campaign. The truth is is that it is an integrated campaign feeding plenty of social media noise on Twitter and Instagram which I would hope is a measure of success and I should think this is exactly what Go Compare were hoping for.
I also hope it helps to debunk the myth that social media is free or 'cheap'. It's true that many of the tools are free but to conceive and develop an idea capable of 'going viral' requires a significant investment in time and/or money AND it always needs the foundation of a great idea. In the Go Compare case they've invested in a great idea and the cost of nationwide billboard advertising.
So which slogans have you seen? The 'Go Jump off a Cliff' one seems popular, have you seen a poster. If so, let me know. Check out this tweet:
Clearly Manchester does not like comparing instagr.am/p/MatwCgEj35/— La Bottega Milanese (@BottegaMilanese) June 28, 2012