Gocompare.com "unlike any other financial publication you've ever read". In June 2009 the company launched an advertising campaign featuring a fictional Italian tenor called Gio Compario (pronounced: Jeo Campario) played by Wynne Evans. The advertisements feature 'Gio' singing the 'Go Compare' tune (inspired by Over There) in various locations, and was voted as the most irritating advertisement of both 2009 and 2010. In direct response to this reaction, Go Compare deliberately subverted the campaign in July 2012 by running a series of adverts where celebrity guests such as Sue Barker, Jimmy Carr, Stuart Pearce, Ray Mears, Louie Spence and Stephen Hawking
Compare the Meerkat in "meerkat" pronunciation (created from audio clips from the TV adverts), a mongoose "detector", and some videos. The British site previously had these features, however it no longer has them and the app is no longer available, however there is a 'Meerkat Movies' app to redeem your voucher code. From 1 July 2011, a cuddly toy representing one of the characters has been given away with each policy sold via the website. So popular are these toys, that the marketing campaign involving them has doubled the company owner's personal fortune. In December 2013 a baby meerkat called Oleg was introduced