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Australia welcomes the meerkats to the neighbourhood with open paws

3 min read
24 Sep 2018

Leading comparison service Compare the Market launched its ‘Simplesness’ philosophy to the nation on Sunday night via its latest TVC, announcing the meerkats’ big move to the Land Down Under to spread their important message.

The TVC – ‘BBQ’ – sees our favourite Russian meerkats move in next door, to introduce their new neighbours to Simplesness, a state of mind designed to empower people to save time and money and get the most out of their household budgets.

The concept of Simplesness was borne out of the findings of a research study commissioned by Compare the Market and developed by Deloitte Access Economics, the Financial Consciousness Index. The study aimed to understand why so many consumers are unwilling to make changes to their household products and services despite an understanding that they could save money if they looked for a better deal.

Jennifer Williams, Chief Marketing Officer for Compare the Market said, “The study identified clear consumer apathy when it came to reviewing their products and policies, either because it was seen as too complex or they feared making the wrong decision.

“Our Simplesness philosophy aims to simplify the process of comparing confusing products and remove the fear of making a bad decision by empowering consumers with the information and tools they need to make confident purchasing decisions.

“Simplesness is a whole-of-business philosophy. We want every interaction consumers have with Compare the Market to be simple and empowering. We have developed a range of tools and resources to support consumers’ mission to improve their household finances.”

To support the launch of Simplesness, Compare the Market commissioned a financial author, Melissa Browne, to write a financial self-help book entitled Money made Simples. The free-to-download eBook provides hints and tips on how best to meet your money goals. A number of tools, such as a Budgeting Calculator and a Savings Tip Generator, have also been created to inspire consumers to get the most out of their household budgets.

“We have updated a number of our comparison service journeys to make them simple and intuitive for consumers – most recently we’ve overhauled our car insurance and credit card journeys to ensure they offer consumers a best-in-class experience,” said Jenny.

In light of Simplesness and the meerkats move to Australia, Compare the Market has also updated its brandmark, to bring the meerkat and market worlds closer together. The new logo is instantly recognisable, capturing both the charm of the meerkats and the simplicity of using the comparison service.

Sunday night’s TVC introduced the audience to a host of characters who will make regular appearances in future campaigns as we get to know the residents of Brushtail Place.

You can watch the TVC on the meerkats’ major move here:

VCCP credits:

  • Creative Director: Matt Lloyd
  • Creative team: Chris Willis and Jade Sturman
  • Account Director: Edward Hughes
  • Account Manager: Daniel Wood
  • Agency Producer: Sue Hind

Passion Pictures:

  • Director: Dave Scanlon

CTM credits

  • CMO: Jenny Williams
  • Communications Manager: James Boshier
  • Brand & Campaign Specialist: Carolina Perez Rebolledo


About is a comparison service that takes the hard work out of shopping around. We make it Simples for Australians to quickly and easily compare and buy insurance, energy, travel and personal finance products from a wide range of providers. Our easy-to-use comparison tool enables consumers to find products that best suit their needs and back pocket.

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avatar of author: Hannah Twiggs

Written by Hannah Twiggs

Hannah (or Twiggs as she's known by most of her colleagues) is a non-stop talker, avid snack eater, dog lover and passionate writer. When she's not chatting to journalists or writing up new story angles, Hannah enjoys a good Netflix binge, going away camping with friends and big brunches - preferably with extra bacon.

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