Go.Compare rebrands on ITV’s The Voice in new interactive sponsorship campaign

The price comparison website looks to find a “fresh voice” using behind the scenes videos on Facebook and YouTube.

Price comparison site Go.Compare (formerly GoCompare) is using The Voice – ITV’s singing competition series – to unveil its new branding.

In a campaign developed by media agency Hearts & Science and creative partner DRUM, the site will sponsor the new series of the popular ITV music competition.

Go.Compare’s icon – and operatic singer – Gio Compario will be in the coach’s seat for the auditions round, alongside Wynne Evans, the actor who plays him, in a bid to find a fresh voice to sing the brand new jingle and play the character of Dot featured in the brand’s new URL.

The sponsorship will also field a diverse above-the-line media campaign, including fictitious behind-the-scenes filming to run on YouTube and Facebook, charting the progress of Dot as the winner, and her rise to stardom after performing with the Go.Compare stars on the show.

Paul Rogers, Director of Brand and Campaigns at Go.Compare, said: “This is a really exciting and fun way to develop our ongoing partnership with ITV. The Voice has become a staple show for the channel with scores of fans across the nation.

“It’s the perfect showcase to introduce our new brand name and URL, while we continue to collaborate with ITV to shift how Gio Compario is perceived and tie him into relevant cultural moments.”

“Price comparison market one of the toughest in the UK”

A 30-second TV ad announcing the rebrand will also feature as part of the deal. The campaign will run until the end of November 2022. The campaign is building on last year’s interactive campaign with another popular ITV show, the quiz Family Fortunes.

Garrett O’Reilly, Chief Executive Officer at Hearts & Science said: “The price comparison market is one of the toughest in the UK and creativity has huge potential to create competitive advantage. Go.Compare truly embraces this approach.

“Working closely with DRUM and ITV we have created an integrated communications idea that we believe will deliver disproportionate results for the brand. We’re incredibly excited to help weave the brand into popular culture and in doing so help Go.Compare go from strength to strength.”

“Iconic characters in an equally iconic moment in culture”

Claire Baker, Group Creative Director at DRUM, said: “Partnering with ITV and The Voice places these iconic brand characters into an equally iconic moment in culture.

“It allows us to use show tropes to entertain the nation and further develop Gio and Wynne’s on-screen presence whilst making the brand’s new name unmissable.”