Here, the gloves really came off as we targeted South Africa’s biggest insurers. Every insurer will tell you their prices are great, but a consumer can never really know if this is true, unless they compare. Often, the insurer that spends the most on advertising (i.e., shouts the loudest) dominates the market.
We emulated the popular “ride-along testimonial” adverts that one insurer has used extensively – however, we interjected with the Hippo at just the right moment to show the consumer they could find a better deal if they compared. We also cast an actor that looked very similar to their last spokesperson, who they fired when some of his “personal drama” was made public on social media.
This campaign was massively successful for the client with them seeing an increase of over 32% in car insurance take-up through their platform.
We spent far less on media than that insurer, but our share-of-voice was massively dominant over the campaign period – with newspapers, radio stations and social media loving the jibes, court cases and general “savagery” of the work.
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