Helping a brand, perceived to be up-market, to win hearts within the lower end of the market

Challenge

Hollard, in partnership with a telco and a micro insurer were about to launch a micro life insurance product targeting retail customers in the informal sector but there was one big problem to deal with: studies showed that the Hollard brand was perceived as a preserve of up-market customers. We had to change this perception quickly.

Big Idea

3nwoso Me! (I’m not disturbed) / Pleeeeeeeenty Asomdwee!

Action

We started off by crafting a name and tagline for the product that was endearing to customers within the retail and informal sector, yet not alien to relatively up-market customers.

With the name and tagline nailed, we produced a radio and TV commercial featuring 2 of the most humorous characters with mass appeal among our target.