The fact that such a specific target market was stipulated for the launch meant that the media selection had to be very focused to avoid spill over into other regions; if this occurred, it could negatively influence the campaign when it was used to roll out the product to other market segments.
The campaign therefore utilised print advertising in local community newspapers, moving billboards and radio advertising flighted on local stations such as Jozi and Kaya FM.
Other elements included a weekly series of 'on-the-ground' industrial events in shopping malls across Soweto, to inform and educate the community about the Santam and the Santam MultiHome product. These events included a specially scripted show as well as spot prizes and give-aways. Prospective buyers were encouraged to make use of the "please call me" function set up by Santam in order to have the Santam MultiHome call centre phone them back for a quote. The Santam MultiHome call centre was specifically set up by Santam to manage queries and close sales.
In addition, a team of brand activation managers were trained to market the product to the community. All sales enquiries, regardless of the stimulating medium, were directed to the Santam MultiHome call centre.
Another key element in the Santam MultiHome campaign was the branding of key sites throughout Soweto. Realising that billboard advertising would simply be lost in the clutter, FCB Impact 361º decided to brand key sites, 30 in total, throughout Soweto. Individual artwork was designed for each building chosen to maximise the impact of the branding. Included in the 30 were two landmark sites which were branded as well as receiving large roof-top billboards.
"The resultant campaign is simple, transparent and honest - just what this target market needs. No clever word play, no complicated illustrations. The creative director appreciated the fact that the targeted consumers are sceptical of financial services; a straightforward campaign that answered their questions and addressed their concerns was the best way forward for Santam," said FCB Impact 361º executive creative director, Glynn Venter.
"Santam, too, realised the necessity to facilitate communication between it and potential clients so it set up 'please call me' and toll free numbers. This, the first phase of the campaign, has worked exceptionally well.
"To date, the campaign has surpassed expectations and brand awareness for Santam continues to build to a higher level amongst the target audience," he said.