Feel the Tache

Go.Compare has launched its new campaign for 2025, Feel The Tache. The concept was developed by DRUM UK with media planning and buying by Hearts & Science.

By focusing on the emotions that underpin purchasing insurance, and highlighting the satisfaction people take from getting the best deal, the ads stand out in a category that typically takes a more functional, product-led approach.

Feel The Tache follows the Most Satisfying Day campaign in which DRUM UK established Go.Compare’s revitalised brand strategy, which centres on the brand values of warmth, reliability and authority. It reinforces the personal and emotional benefits of price comparison, while also underscoring the full range of Go.Compare products - including home, car, pet and travel insurance.

The creative is centred around the satisfying feeling one gets from completing slightly mundane life admin tasks, like buying insurance, and celebrates the inherent savviness of British consumers for making household budgets go further in testing times.

The campaign takes a playful approach which sees brand mascot Gio Campario’s iconic moustache appear in unexpected places, wherever savvy consumers are making great choices. It expands on the cast of Go.Compare characters who inhabit ‘Savvy Street’, by introducing Lola, the neighbour of the stars of the 2024 campaign, Simon and his pet cat, Leonard.

The campaign will run across an array of channels, from broadcast, YouTube and social, to cinema. OOH and DOOH play a particularly significant role with activations across multiple UK locations and using formats ranging from D6s and D48s, to an interactive AR digital six-sheet.

The outdoor element is built around shareability, it will give passers-by the chance to see what they’d look like sporting Gio’s distinctive tache and provides a QR code so they can share with their friends across social channels.

On the new campaign, Paul Rogers, Marketing Director of Go.Compare commented: "Our latest campaign sees Go.Compare take another walk along Savvy Street to meet some of the residents whose insurance needs have been met through comparing prices on our website. The campaign highlights the satisfaction of finding the right policy at the right price, while maintaining the fun and humour that have become hallmarks of our brand over the years. Everyone across the UK will want to join our savvy squad and get a moustache like Gio's!"

Lee Tarrier, Senior Creative, DRUM UK said: “We are delighted to take another step along Go.Compare's re-brand journey, using Gio's iconic tache as a symbol of feeling savvy and ‘feeling the deal’. It is always a pleasure to collaborate with a great client who is open, encouraging and excited by our creative input.”

Simon Carr, Chief Strategy Officer, Hearts & Science, added: “Feel the Tache sees Go.Compare continue to focus on what matters to people by reminding them of the little wins and satisfying moments that are worth celebrating, turning media into an opportunity to engage with the creative and become part of the ‘Savvy Street’ gang whilst hopefully raising a few smiles along the way”