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 Market Australia the health insurance product sold by the company. Comparethemarket.com.au continues to compete against other comparison services in Australia, like iSelect and Choosi. Compare the Market is perhaps best known for its marketing campaigns featuring meerkat characters Aleksandr Orlov and his Head of IT, Sergei. The meerkat advertisements started with Aleksandr Orlov’s mission to clear the confusion up for Australians who mistook his website comparethemeerkat.com.au for comparethemarket.com.au. The same marketing campaign was launched years earlier in the United Kingdom for comparethemarket.com, which ended up topping a Nielsen consumer poll to be dubbed “UK’s most loved ad”. As of 2017, the UK