Now adored by the UK public and with a legion of fans, (in fact, Aleksandr sold more copies of his biography than Cheryl Cole) Compare The Market wanted to further develop the world of their little furry friends. And that task was given to our Mill+ team.
Working closely with ComparetheMarket, VCCP and Passion Pictures we created Meerkovo - an enchanting virtual meerkat village. Our vision was to create an entertainment platform across web, social and mobile that would really entertain meerkat fans like never before.
We all knew we needed to give fans unprecedented access to the world of Meerkats, and that's exactly what we gave them, with opportunities to meet new characters, visit their homes, play games, learn about their way of life, and earn real-world rewards.
While the website is thoroughly entertaining, it also cleverly ties into the purchase experience. When you buy an insurance product from CompareTheMarket.com, you unlock new areas of Meerkovo, you'll meet a new character, watch a personalized meerkat parade in your honour and receive your very own meerkat toy.
This project has really been a plethora of Mill skills; from concepting, art direction, design and matte painting, UX, full technical build and systems integration. One particular stand out was the sheer size of the village map that was hand-painted on an 8-meter canvas.
The site has been extremely successful for the brand with 330,000+ visitors in the first month and over 21,000 visitors in one day. Over 45% of registered users shared also their experience. Simples.