Santam Promo, Case study WORLD OF CERTAINTY by DraftFCB Cape Town

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Industry Insurance
Media Promo & PR, Case study
Market South Africa
Agency DraftFCB Cape Town
Executive Creative Director Glynn Venter
Art Director David Marrs
Copywriter Catherine Ellis
Producer Amanda Deacon
Illustrator Caroline Vos
Released November 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: SANTAM
Date of First Appearance: Nov 8 2009 12:00AM
Copywriter: Catherine Ellis
Art Director: David Marrs
Illustrator: Caroline Vos
Executive Creative Director: Glynn Venter
Deputy Creative Director: Nico du Toit
Producer: Amanda Deacon
Project Manager: Marili Hugo
Media placement: Newspaper Wrap - Sunday Times Lifestyle Supplement - 08 November 2009
Media placement: Newspaper Wrap - Sarie and Fair Lady, Golf Digest, Car and Getaway; House & Leisure and Garden & - January 2010

Results and Effectiveness
Although no formal feedback has yet been received for the campaign, the response from consumers was extremely positive. The client and brokers reported increased call volumes, with people wanting to know more about Santam’s products and new offerings. Santam’s call centre also experienced an increase in direct calls, thanks to their number being the call-to-action in the communication (the first time this was done in 2 years). The web banners also reached their paid for impressions several days before intended. Talkability is difficult to measure, but the compliments still being received continue to validate the impact of the creative work.

Creative Execution
To dramatise the necessity for insurance in everyday life in South Africa, we created a newspaper wrap illustrating a detailed street scene (similar to the ‘Where’s Wally?’ books). Insurance ‘risks’ were pinpointed within the scene and linked to copy highlighting interesting insurance problems. Readers could decide if these were fact or fiction before reading the true answers on the back page. Educating consumers about Santam’s offerings in a novel, slightly fantastical way promoted interaction with the piece while reinforcing the importance of risk management and the brand’s World of Certainty positioning. The wrap was placed around the popular Lifestyle supplement of South Africa’s leading weekend newspaper, Sunday Times. The concept was so well received that it was rolled out into magazine dust covers and web banners. Illustrations were tailored to include relevant product offerings for different target markets and then attached to appropriate men’s, women’s and home owner publications.

Insights, Strategy & the Idea
Santam is South Africa’s leading short-term insurance company with more than 90 years experience in the industry. Their solid, trusted reputation and their innovative, relevant product offerings are at the core of helping their clients ‘rest insured’. Insurance is involved in almost every aspect of daily life. But as important as insurance is, most people still consider it a grudge purchase. The objective of this campaign was to shine a more positive light on that perception by introducing Santam’s new positioning - A World of Certainty. By demonstrating the benefits of their new insurance solutions in an interesting way, we also aimed to change conversations about insurance and get people thinking about proactive risk management.