‘We don’t want empty awareness’: How Compare the Market plans to reach younger audiences
As the primary sponsor of the 2024 MTV EMAs, Compare the Market’s brand chief discusses the role of the partnership in positioning the comparison site as an entertainment brand.
Compare the Market’s iconic brand character, Aleksandr Orlov, has been appearing on TV screens with his tagline ‘simples’ since 2009.
Now, Aleksandr and his companion Sergei are trying their hand at interviewing in a talk-show format called Meerchat to reach younger audiences and position the comparison site as an entertainment brand.
In line with this strategy, Meerchat was the primary sponsor of this year’s MTV European Music Awards (EMAs), hosted by Paramount and saw Aleksandr interview EMAs host Rita Ora and a number of celebrities on the red carpet.
“We don’t want empty awareness,” Compare the Market’s CMO Mark Vile tells Marketing Week.
