my exisiting campaign thingy

1. a) The mainaims andobjectivesof the gocompare campaignwas to getpeople tosignupto their
car insurance comparisonwebsite,the televisionadvertmade thisveryclearbythe twomenat the
beginningtalkingtoeachotheraboutcar insurance andthencomesinthe ‘singingman’ andtells
themto go to go compare. Theirmainwayof makingpeople gototheirwebsite isbymakingthe
name ‘go compare’getstuckin people’sheadsdue tothe extremelycatchyjingle thatissung.The
advertitself onlytalksaboutcarinsurance once so if someone watchingthe TV missedthe first5
secondsof the adverttheywouldn’t understandwhatthe advertwasabout. Fold7createdthe
advertfor go compare and itwas a multi-milliondollarcampaignbutitwasworthit raisedgo
comparessaleswere at101.5 millionin2010 after the advertwasreleased.Wynne Evansalso
knownas ‘GioCompario’wasthe face and voice of the 2010 go compare campaignwhere he would
playa fat operaticwaiterwitha comical moustache,aswell asbeingthe ‘gocompare man’he also
sungin the phantomof the operas25th
anniversaryinthe royal alberthall.The onlyawardthe
advertwonwas the most annoying advertof 2010.
b) As a car insurance comparison site go compares target audience is basically everyone
who owns a car, in the NRS social demographic scale everyone from B to E would be the
target audience for this campaign as everyone from middle class to working class will have a
car thus needing car insurance. I wouldn’t include the upper classes because they would
most likely have more expensive cars meaning they would need a higher level of insurance.
On the 4cs scale I think that the mainstreamers would be the type of people to use go
compare as they would favour cheaper more well-known companies as they stick to what
they know and don’t go outside as they stick to what they know and don’t go outside their
own comfort zone, and as go compare isa well-knowncar insurance comparison website they
will go with this. There is chance that this campaign is aimed at D-C2 on the NRS scale as the
comedy used in the advert is not very intellectual and has a sense of slapstick/sillycomedy that
stereotypical working class people would find funny.
The product is sold via humour and a catchy yet annoying song that their “mascot” sings in all of
the adverts, the use of the catchy song puts the advert into people’ssub conscience. Opera is
normally something that is taken seriouslyand heavily respected by a lot of people,so the fact
that this campaigns figure head is an operatic parody it’s a bit risky. The advert at first was
shocking and people laughed at it, but as time went on the advert became hated as people
found the repetitive song very annoying.
The campaigns unique sellingpoint is the over the top animated character of ‘Gio compario’ and
his catchy song. normally adverts have a catchy jingle but the go compare advert takes it a step
further by making A whole song for the advert, this was unheard of until this advert was
released so it grabbed people’sattention. The message of the campaign in short is to use the car
insurance comparison website “go compare”, the advert shows go compare to be an easy
website to use by saying “in just a few clicks”, this makes the website appealing to people who
aren’t as able with technology.
The radio advert for the campaign was releasedin 2010 and has the same comedic feel to it as
the televisionadvert. The radio advert is set up like a quiz show with a man asking the questions
and “gio compario” answering the questions but singing them in the same tune as the
televisionsadverts song. The radio advert reliesheavilyon its comedic values, the advert
contains two very cheesy and unintellectual jokes that aren’t laugh out loud worthy but may
cause the listener to chuckle. At 30 seconds long the advert gets across the message that you

2. can save money by using their website,but it doesn’t say how or on what. If the listenerdidn’t
already know what go compare was they may be confused as to what the advert was telling
them to do, this isn’t great because in 30 seconds the listenershould be able to know what they
are being sold. The advert does get the attention of the listener by being loud and high pitched
not something that a radio listenerwouldn’t be expecting,so the advert does well in getting the
attention it wants.
Here is the radio/television/printadverts;
Radio: https://www.youtube.com/watch?v=AX4EhuLvSE8
Television: https://www.youtube.com/watch?v=tZndHQtTHlI
Print advert:
ASA:
The ASA are an independentregulatorof advertisingforall the mediainthe UnitedKingdom, they
make advertsresponsible forthe material theycreate.Itsmainaimistomake sure there isno
inappropriate contentinthe advertsthatare created.
OFCOM:
Office of communications(OFCOM) representthe interests of the consumersbyprotectingthe
publicfromoffensive orharmful material withinadvertsbroadcastedoverthe manymedia
platformsandby promotingcompetition.Theymake sure nooffensive orharmful materialis
broadcasted.
BBFC:

3. The BBFC are a British organisationthat give new films the age certificates according to the content
and the subjects within the film. The ‘BritishBoard of Film Classifications’ purpose is to check that a
movie isgiventheappropriate certificatesothatitmaynotoffendorupsettheaudience.Forexample,
most horrors are given a ‘15’ or ‘18’ rating, due to its graphic content that is not suitable for young
children. the BBFC website states that the organisation has two main principles:
• To protect children and vulnerable adults from potentially harmful or otherwise
unsuitable content
• To help children and families choose what’s right for them and avoid what’s not
Legal and ethical issues:
Whenit comesto broadcastingontelevision/radiothere are afew legal andethical issues.Itisupto
the ASA to make up guide linestomake sure nooffensiveorharmful material isbroadcasted that
couldoffendorupsetlisteners/viewers.Theycreate a listof ‘broadcastingcodes’ontheirwebsiteto
helpmake sure that all material createdforadvertisementsisappropriate forall viewers.Theycall it
the ‘UK Code of BroadcastAdvertising’ontheirwebsiteandsome of the mostimportant‘codes’
relatedtoadvertisementare:
 Misleadingadvertising– thisiswhena companyliesorheavilyexaggeratesaboutwhattheir
product can do or supply, it is important that this is stoppedas it causes the consumers not
getting what they thought they had bought.
 Harm and offense - Rulestoensurethatadvertsdonotcause harmoroffense toanyviewers,
such as shock tactics usedon adverts.Rulessurroundingharmandoffense canalso relate to
things such as photosensitive epilepsy.
 Children – people under the age of 18 must be protected from seeing anything such as;
violence,self-harm,sexual material,death,glorifyingdrugsetc. thisis where the water shed
comes into effect.
 Political and controversial matters – a advertmustnot containpolitical viewsthat could
influenceamemberof societytoact or behave ina differentway,itcanbe consideredas
propagandaas well.