The yellow umbrella has been used for many years in the short-term insurer's advertising, and has become synonymous with the brand, symbolising the comprehensive cover that its insurance products provide.
The brief put to the agency was to enhance awareness of the Santam brand using the 10 000 umbrellas. The result was a new radio campaign poking fun at the unpredictable Cape weather and flighting on KFM, Cape Talk and Heart FM.
This was supported by an on-the-street promotion driven by 'hit teams' targeting key traffic intersections, schools and shopping malls. Their task was to hand out yellow umbrellas and fridge magnets, demonstrating Santam's caring attitude to its clients and their dependents. They also promoted an SMS-driven promotion which had a R50 000 prize.
Explained FCB Cape Town's Business Unit Director, Nadja Srdic: "Creative Director Glynn Venter and his team gave us a promotion that involved giving away loads of umbrellas over a very short period, 31st July to 11th August.
"We briefed five 'hit teams' working two shifts per day to target intersections, schools and shopping centres across the Mother City and its suburbs. They wore blue Santam t-shirts, jeans and gumboots and distributed thousands of yellow umbrellas and fridge magnets to lucky motorists, school children and shoppers around town.
"Accompanying them was a large mobile billboard parked alongside the road to draw attention to the activity and detail the big competition entry mechanics. Heart 104.9 FM's morning and afternoon traffic reporters - Julian and Marguerita - were also part of the promotion. In addition to handing out umbrellas, they wore a different specially designed t-shirt each day. Motorists were asked to spot them and read out the slogan on their shirts to win extra cash prizes.
"The promotion is working really well with positive feedback from motorists and anybody coming into contact with us," she said.
Added Santam's Communication Manager, Anel Grobler: "People were actively seeking out our hit teams and embracing the icon. I'm sure they'll use their yellow umbrellas for years to come and every time they open it, they become brand ambassadors for Santam, which is fantastic."