With all the success that the Aleksandr Orlov character has had on social media (with over 580,000 fans on Facebook and 27,000 followers on Twitter, at the time of writing), it was good to see that the new advert made it's first official appearance on YouTube and Facebook before either TV or the CompareTheMeerkat website.
Here is the new commercial:
Compare The Meerkat - Jacuzzi Advert
In terms of Brand awareness, the Meerkat campaign has been a huge success for CompareTheMarket. Throughout 2008 their TV adverts featured the 'falling car' theme to limited success. The graph below shows the relative online search interest in the terms "compare the market" and "meerkat":
Search Insights - Compare The Market / Meerkat (click for larger)
It is clear that the launch of the meerkat adverts in January 2009 had a massive boost on the interest in the brand (and also meerkats!). What has been fascinating, however, is that the interest did not simply peak at that moment in time, but has gradually built throughout the year. Surely this is a strong sign of the potential longevity that this character could have.