Comparison site Go.Compare, formerly GoCompare, has used its new sponsorship of ITV’s The Voice UK to unveil its new rebrand.
The new spots see Go.Compare icon and operatic tenor Gio Compario in the iconic coach’s seat for the auditions round, alongside the actor who plays him, Wynne Evans.
The campaign, which runs until 28 November, centres on the search for a fresh voice to help them sing the new brand jingle and to play the character of ‘Dot’ from its new URL.
Subscribe to Marketing Beat’s FREE daily newsletter
The sponsorship includes a 30-second TV commercial to announce the rebrand, as well as fictitious behind-the-scenes film to run on YouTube and Facebook.
The latter charts the progress of the winner, Dot, and her rise to stardom after performing with the Go.Compare ambassadors on The Voice.
“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,” Go.Compare director of brand and campaigns Paul Rogers said.
“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.”
The campaign, developed by media agency Hearts & Science and creative agency Drum, builds on last year’s interactive campaign for ITV’s Family Fortunes.
Drum group creative director Claire Baker 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”
ITV director digital and creative partnerships Bhavit Chandrani concluded: “We’re very excited about The Voice UK’s partnership with Go.Compare.
“The Voice is one of our most successful and loved formats here at ITV and this new series will be bursting with incredible talent, stunning performances and lots of laughter.”
