Somewhere in its history, Daylight Saving Time became Daylight Saving (because every name in Australia is eventually truncated to its smallest size). For some reason, it then became Daylight Savings. A survey of over 1,500 revealed more than half had been getting the phrase wrong. (Also, the same survey revealed that one in four erroneously thought the clock hands were turning back, not forward.)
As Australians put their clocks forward (or back) this year, Compare the Market’s famous meerkat, Aleksandr Orlov, is giving Aussie a lesson in Daylight Saving Time, an idea by VCCP Sydney. He has also craftily trademarked Daylight Savings and claimed it for Compare the Market’s use (and fame).
Orlov set record straight personally with Will and Woody on KIIS FM, where he weighed into a debate on common spelling and grammar errors. And on Hit 106.9, breakfast hosts Jess, Nick and Ducko received an education on the listening powers of meerkats. To make the most of its earned exposure, Compare the Market ran commercials across the Southern Cross Austereo and Australian Radio Network, as well as homepage takeovers on some of News Corp Australia’s leading titles and YouTube.
Compare the Market’s general manager for brand, Michael Goodhew, stated, “Thousands of families are sleeping on savings because they don’t make time to look for better deals,” he said. “It’s about time we took the ‘Savings’ out of Daylight ‘Saving’ and returned them to our hip pockets. We’re using the clock change as a wake-up call to remind Aussies to reset their personal finances and get on top of their bills. While having a bit of fun, we’ve delivered a memorable message about making the time to compare and save.”
Australians can learn all the essentials about Daylight Saving (and Daylight Savings) here.
Campaign Management: Nikolah Best @ Compare the Market
Concept: VCCP Sydney
Media relations: Sarah Orr @ Compare the Market
Digital PR: Hannah Norton @ Compare the Market
Social Media: Just Media Design
Design: Marcus Lambinon @ Compare the Market
Digital Video: Ricky Murray @ Compare the Market
Genral Manager of Brand: Michael Goodhew
Chief Marketing Officer: Chris Catchpoole