The short-term insurance industry includes vehicle, household contents, portable possessions and building insurance amongst others. In South Africa this industry is highly competitive, and brands need to, amongst others, find a way to create an emotional connection with consumers. Besides having different or unique product offerings, brands need to connect with consumers on a deeper level to create brand loyalty. This brand loyalty serves as a lever to retain and attract new clients.
There is a need for insurance tailored for women as insurers often provide a one size fits all solution which excludes the unique needs of women. Our client, a comprehensive vehicle insurance provider in South Africa, meets women’s needs of safety, security, encouragement, and empowerment. The brand is unapologetically for all women. There is no right or wrong way to be a woman. Examples of their products include Guardian Angel on Call which offers road assistance through the app, Home Assistance to find a plumber, electrician or locksmith, Medical Assistance which offers 24/7 telephonic advice from medical professionals and Legal Assistance that provides access to a qualified team of professionals. This insurer does not exclude men, although most of the men on the books have taken out insurance for the women in their lives (spouses, family members, etc.). These men believe this insurer is best positioned to take care of the women in their lives.
At the brands’ core is inspiring confidence in women. This inspiration has an action point in it – a call to challenge women to be fearless.
In the past the brand ran a very successful ‘Live fearless’ campaign that showed women are inherently strong – and the brand is the wing woman. In the original campaign, the brand landed the message of “fear” in the “Live fearless” 1.0 campaign, which focused on the fear that women must overcome to live fearlessly.
This campaign has run its course as it has been aired for the past year. Today the brand wants to launch another campaign, Fearless 2.0, and wants the campaign to be a bit “lighter” and uplifting in celebrating and acknowledging this fearlessness as opposed to focusing too much on fear. The brand has become stuck in their thinking as they are too close to the campaign and the main message.
We need your help to get this brand unstuck and develop new campaign ideas that celebrate and acknowledge this fearlessness in women. Can you help?
Wow us with a powerful poster with a headline that will have potential to be developed in a new and inspiring marketing campaign that focuses on celebrating and acknowledging fearlessness in women.
- #1 Prize €1,000
- #2 Prize €750
- #3 Prize €500