https://www.youtube.com/watch?v=ow9qNEIV2sw
By creating loveable characters, Compare
the Market took online insurance comparison sites by storm. People wanted to
use their website over all others just so they could get their hands on the
wonderful toys that are Aleksandr Orlov and his many fury pals.
Two examples of the ways these meerkat
adverts and cuddly toys worked wonders are explained here:
Scarcity
People find goods and
services more attractive to the extent that they are rare, or decreasing in
availability. These limited edition toys were the
craze, everyone wanted one because of how “limited” they were, a perfect
example of the scarcity effect in action. So due to their release as “freebies”
that would be sent to those purchasing insurance through the website, people
were drawn in to use the website in order to get their hands on the rare toys.
Commitment/Consistency
People are more
willing to act in a certain way if they see it as consistent with an existing
or recent commitment. The advert was widely popular throughout
the UK and kids everywhere wanted the little toy versions of the oddly loveable
fury creatures. When the news was released that Compare the Market were going
to be releasing these toys, parents everywhere will have begun promising them
to their children, with the thought that they couldn’t possibly be too
expensive as they were just simply small cuddly toys. Little did they know that
Compare the Market were going to execute a fantastic marketing scheme to increase
their custom hugely. When the toys were released they were only attainable when
buying insurance through the website, however, they were completely free if this
was done! Parents wanted to stay true to their word and provide their kids with
the adorable toys that Compare the Market were producing. And after all, what’s
the loss? They could use a price comparison site to get the best deal they
could for their various types of insurance and get a “free” toy, keeping their
children happy, in the process! Compare the Market made it an easy choice.
Cialdini, R. B. (2007). Influence: The psychology of persuasion. New York: Collins.
Cialdini, R. B. (2007). Influence: The psychology of persuasion. New York: Collins.
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