Touted as the only international competition recognising excellence in financial advertising and marketing, the Midas Awards 2012 featured a strong contingent of local winners, with Jo'burg-based Volcano Advertising joining the accolades for their TVC entitled 'Protection' for client Mutual and Federal.
One of the key messages being communicated in the TVC is the emphasis on insurance being vital to protecting what is important to the individual. "Insurance is often seen as a grudge purchase. So we wanted to change that perception by reminding people that insurance is all about preserving not just their assets, but the sentiments they attach to these possessions," says Paul Jackson, MD of Volcano Group.
From the grading through to the music selection, the strong call to action is a reminder to consumers that insurance isn't simply another deduction off your hard earned cash - it's an essential, almost emotional, investment to ensure the continuity of a lifestyle.
"For example," says Jackson, "your house and household contents are more than just physical assets; they are part of your home and family. Protecting what's important to you is about protecting your hopes and dreams which are essentially part of those assets."
The 'Protection' TVC was recognised in the Midas Awards Insurance category, 'Product and Services: Film' alongside other Silver Midas winners, MecerBell (Australia) and Grey Worldwide GmbH (Germany). Fellow local agency The Jupiter Drawing Room Johannesburg scooped a Midas Certificate in the same category for their work, 'Currie Cup' for client, Absa.