The creative team led by executive creative director, Glynn Venter, developed four detailed ads reminiscent of the ‘Where in the World is Wally?' series but which, because of the creative treatment that combined photography with illustrations, provide ad ‘virtual' feel.
Each appealed to the different target markets addressed by three different magazine groups - Car
, Garden & Home
/House & Leisure
, and Sarie
- and the Sunday Times
and each was the reproduced as a dust cover in the case of the magazines and as a wrap for the Sunday Times
, on the recommendation of Vizeum, Santam's media planning and buying partner.
While the text and illustrations worked in tandem to separate short-term insurance fact from fiction, the fact that a dust cover is typically used to protect a valuable printed book reinforced Santam's aim of protecting its clients' assets and valuables.
“We had a number of objectives to achieve with this campaign,” said Venter. “Not only did we want to encourage people to start thinking about their insurance and what their policy offers them, we wanted to educate them in a novel and interactive way while building awareness for the fact that insurance is involved in almost everything we do on a daily basis.
“So, in the Home & Garden
execution for example, we show a group of people having fun in the garden but draw attention to the red car parked in the drive-way, the dog carrying the house keys in its mouth about to drop them in the swimming pool, the washing on the line, and so on. The text then provides an interesting fact about red cars and insurance, the fact that Santam policies cover keys and remotes up to R2 500, and that any washing stolen from the line is also covered.
“We also incorporated a broker visual and broker fact into every execution because we wanted to support the Santam broker network. Finally, we chose to illustrate the ads in a style which created ‘virtual' Santam world. The rationale for doing so was two-fold: that it would engage with the consumer as opposed to simply presenting an ad in the magazine, and that it would give the campaign ‘legs' or continuity if we were to take it into other media.”