When it comes to insurance in South Africa, OUTsurance has the most brand recognition. This emerged from the Top Brands Survey 2007, with a majority of respondents naming OUTsurance the top short-term insurance brand.
Peter Cronje, head of Marketing at OUTsurance, comments: “Our brand is about something new and different, offering a fresh outlook while being trustworthy and maintaining its integrity. Building OUTsurance's brand is not just about advertising.”
A pioneer in the direct insurance market, OUTsurance sells short-term insurance products, including household insurance, vehicle insurance, contents insurance, commercial insurance and business insurance. The company gained attention in the insurance market with its OUTbonus, rewarding clients with cash back in exchange for not having had to claim for specified time periods. It was also one of the first insurance companies to provide insurance quotes and contracts by phone.
Innovative products are but one aspect of brand-building for OUTsurance, however. Brand success is dependent on consumers adopting a brand as their own, and its innovative marketing and community service campaigns have significantly elevated its brand recognition in the competitive arena of insurance in South Africa.
“We deliver on our promises. Competitors can copy our business, but provided our service is always one step ahead they won't capture our strategic advantage. We take service very seriously,” says Cronje. “We are a proudly South African brand and want to give back to the country.”
A perfect example of this is OUTsurance's funding of the Traffic Freeflow Project, which placed 22 fixed pointsmen at high traffic volume intersections in and around Johannesburg, with 10 mobile pointsmen on motorcycles that can be deployed to other congestion points. They are fully trained and authorised by the Johannesburg Metro Police Department's Traffic Academy.
OUTsurance insures many of the vehicles on South Africa's roads and ensuring the free flow of traffic helps cut accidents and reduce driver frustration. The pointsmen are easily identified with the OUTsurance brand which helps to build a positive image.
When it comes to advertising, OUTsurance has turned its in-house community projects into meaningful publicity campaigns. Their ‘Staff Helping South Africa Out' initiative involved staff proposing community service projects, which OUTsurance committed to funding. Of these, eight were filmed for TV promotions.
“We wanted to showcase our staff as the awesome, passionate people that they are, to give our customer a feel for the kind of people they are dealing with,” says Cronje.
Visit our PRESS OFFICE: OUTsurance is a direct short-term insurance operation within the RMBH FirstRand stable. We offer car, household and business insurance at affordable premiums and awesome service you deserve.- more....
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