Zimnat is a brand that has been in the insurance and financial services landscape for over 71 years. Albeit well know with the older generation the brand needed some rejuvenation with the younger generation in terms of awareness and the relevance of the brand in their lives. The brand also needed to reinforce the Sanlam partnership as well as all the benefits it brings to clients such as; products of international standards, excellent technical support, superior customer experience, security and peace of mind. In simple terms, the job was to ensure that people of all generations connect with the brand and understand how Zimnat can “make their life better” It is against this background that we decided to embark on an advertising campaign like no other.
In deciding how to go about this momentous task we decided to do something different that the market has not done before. The power of taking a road less travelled is captured in a famous poem by Robert Frost: The Road Not Taken. The most popular interpretation is that it encourages non-conformity. It epitomizes the value of setting off in new directions, taking a direction that others may not have journeyed. Choosing a different path. This path is a dangerous gamble giving high risk and therefore high rewards when it succeeds.
The Zimnat promise is to “make life better” and we thought what better way than to tell the story through the lens of the client whose life has been touched by the brand. We took raw unscripted testimonials that make use of real life consumers to tell their experiences with Zimnat. The characters portrayed were willing to tell the world about how Zimnat had made a significant impact in their lives and how they were changed for the better.
These stories will be told in the form on an online program called the “making Life better show”. Every episode will be a customer telling their story. This show will also flight weekly on ZTV. See below some of the inspiring stories:
These individuals took time off their busy schedules to tell their stories and Zimnat would like to sincerely thank them. They will also feature in the press adverts and radio adverts as well.
A major concern as well has been the low levels of awareness for the brand. To remedy that the campaign will also flight on DSTV as well as ZTV with a TV commercial also designed to bring put the impact the brand has had and will continue to have in people’s lives. This will be complemented by a jingle to drive Top of mind awareness
In my view the best part of this campaign will be the exceptional outdoor which will stand out and is bound to get noticed.
The motor insurance advert at Joina City mall
The steam advert by Coke corner
So be on the lookout for this and other exciting initiatives from Zimnat. We would also like to know what you think of this campaign. Send us email at email@example.com. We would love to hear from you as we continue to build the brand we love …..together we can “make life better”!