Background. Following their memorable TV campaign featuring the opera singer Gio Compario, Go Compare wanted to take their campaign to the next level, and build hype around the next instalment of the TV campaign. Go Compare A classic tease and reveal Idea. Capitalising on people’s strong feelings towards the campaign and the central character, Go Compare would create intrigue by posting billboards which appeared as if they had been defaced by the general public, alongside non-defaced ones, using a total of 7 different executions. 48 Sheets in particularly run-down areas were hand-picked, in order to make the graffiti less incongruent with the environment. Hype around the campaign would then build before the campaign culminated in a new (and final) instalment of the TV campaign. Liverpoo l Results. A huge following on social media networks including Twitter (approx 500 Tweets per day) plus national press coverage.