Gio Compario ups aggregator's traffic

Go Compare's latest advertising campaign featuring opera singer Wynne Evans who plays a fictional tenor called Gio Compario is working.

Over the last six months gocompare.com has upped its traffic by 20% and in the first two months of 2010 has generated over four and a half million quotes for insurance alone.

Go Compare's head of marketing Nick Hall said: "The aim was always to differentiate the brand and put some fun and personality into the ads and to date it has worked exactly as planned. Gio is a great character and we are looking forward to developing the campaign further in 2010. It will be interesting to see how Gio evolves."

EDITOR's COMMENT from Andrew Tjaardstra, editor, Professional Broking: The success of the advert will no doubt further disappoint those in insurance who feel that insurance advertising continues to dumb down and not reflect the large amount of money and effort put into each and every claim.