Note: the Santam “One-of-a-kind insurance” TVC campaign is one of 600 trends pulled from the Springleap trend, insight and influence platform. For further information on subscribing to the platform, go to www.trends.springleap.com
In May, Santam released a TVC titled “one-of-a-kind insurance for one-of-a-kind country”. The campaign was successful in making South Africa out to be one of the most interesting places to experience. It also shared a common interest with local consumers and reinforces the idea that being South African is a privilege. Ultimately, it portrays exactly how we differ from the rest of the world.
King James Cape Town was the creative powerhouse behind this concept. Interestingly crafted, the TVC campaign gave a commentary into the discussions of tourist post visiting South Africa. Indian, Russian, British, Dutch, and Japanese tourists were seen boasting about their remarkable and rather ‘weird’ experiences whilst in the country. Everyday normalites like car guards, hippo crossings and baboons climbing into cars is naturally thought-provoking for tourists, and was the foundation for much of the dialogue.
Before winning an impressive gold at the Loeries earlier in August, our creative panel unpacked some creative insights from this ad. Portraying South Africa as a one-of-a-kind country ties consumers closer together. In doing so, the advert makes the audience aware of the cultural diversity. This is a positive message for Santam to deliver, and turned out to be an enjoyable, ‘homegrown’ advert for all South Africans to view. See the video below:
One-of-a-kind insurance - Why did it trend?
Reminding South Africans about the unique - even quirky - aspects of their country helps to promote a sense of national pride. And surely, such a different country needs one-of-a-kind insurance premiums. A strategic angle that was considered in the creation of this TVC was to not associate Santam with why insurance is necessary. Instead, the core message reflected an appreciation for all South Africans. This is where the ad’s value to the audience comes into play; by offering them one-of-a-kind insurance and making them aware that they are special.
Another reason for the ad’s popularity is that it doesn’t follow the same structure as other TVCs. Instead of proudly hoisting the brand flag, the narrative follows a well-scripted story. The audience feels as though they are a fly on the wall, and being bragged about around the world.
This has given Santam an identity of being the insurance company for South Africans. Consumers will now associate the brand with patriotism, appreciation and diversity. Critically speaking, this brand can now boast an ad that explains their value without mentioning their services - an impressive feat in advertising.
One-of-a-kind insurance - Competitor landscape
What are other insurance brands doing to deliver strategic messages about value and products to their markets?
Whilst Santam is using international dialogue as a concept to back up their on-of-a-kind instance status, competitor Outsurance is playing on light humour. Detailing their products in the literal sense, Outsurance is communicating the importance of financial security. This is done by highlighting pricing structures and the value of different premiums that appeals to a variety of markets.
Miway, a brand that is well-known for its competitive car insurance premiums, is using a well-known stand-up comic to strategically amplify their identity. Local legend Mpho “Popps” Modikoane helped to leverage a relevant appeal to consumers in a recent advert of theirs.
In analysing the competitor landscape, Springleap can serve as a one-of-a-kind actionable insights platform, and give brands an eagle eye view into the activities of competitors in multiple industries.
One-of-a-kind insurance - Insights & Consumer Trends
It’s beneficial for the message of an ad campaign to be warm heartedly appreciated by all South Africans. Ultimately, it’s a strategic move for brands to indirectly brag about consumers or any element that an audience can identify with; in this case being South African.
The result is a shared connection that brings a relevant message across a wide range of consumers. This is even more so effective in a country like South Africa, where diversity is commonplace.
The Santam “one-of-a-kind insurance for a one-of-a-kind country” TVC has shown us that brands can relate to much broader markets. It also uncovers a trend, in which (South African) consumers are driven by great stories that everyone can relate to. National pride is a key concept for agencies to work with, the only question is when will we next see it being advertised in such an authentic way.