Summary
Mill Digital creates Meerkovo.com. Simples.
Over the last few years the insurance comparison service,
Compare The Market, has totally transformed its fortunes all thanks
to the creation of the meerkat characters.
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 Digital
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 personalised 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-metre 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.
http://meerkovo.comparethemarket.com/
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