An integrated advertising campaign devised for Santam by FCB Cape Town is paying dividends for the short-term insurer.
The campaign, which kicked off in April last year with the launch of the new MultiBonus, MultiMax and the recent MultiMotor product offerings, initially comprised a multi-dimensional media mix of press, print, radio, online and TV. This was further supported by below-the-line activities in the form of broker roadshows, consumer activities and direct mail campaigns.
While figures are confidential, the campaign resulted in a performance that exceeded client's expectations, and client is obviously very pleased.
Commenting on the results, FCB Cape Town business director Nadja Srdic said 'When we launched the new MultiBonus and MultiMax policies last year, results - for example, measured by the number of calls to the call centre - exceeded all expectations. Growth was given further impetus with the subsequent launch of the MultiMotor policies and again by a burst of TV advertising in April this year.
'Saleswise, the Santam call centre team and broker community are working hard to take advantage of the heightened level of interest in Santam's products. The synergy between the awareness and call to action elements of the campaign devised by FCB Cape Town and the customer service and sales closing skills of the client's is impressive.
'While we as an agency are always thrilled when our advertising wins awards or achieves high liking and noting scores from the public, we take greater pride when an integrated marketing and sales strategy - like the one we put together with Santam - that works so well,' she said.
FCB Cape Town certainly seems to be reaping in the accolades. Not only did it attain finalist status in the Financial Mail/AdFocus 'Agency of the Year' Award beating more than a handful of larger Johannesburg-based agencies in the process, its television commercial for polka.co.za was voted as one of the country's three favourite ads in the 'People's Choice Awards', run by the SABC and also announced in Adfocus.
'The polka.co.za commercial was also the star performer in the Sunday Times' 'Generation Next' survey where it was rated by the Tweens surveyed as their favourite ad. This performance translated into it being named by them as one of their best loved brands. That's impressive for a brand that's only 18 months old and that had to compete against other rands with far larger adspend on their side.
Then there's 'Friendly Frikkie', the latest television commercial for Distell's Klipdrift Brandy. Frikkie has made firm friends nationwide according to Millward Brown's Adtrack methodology. Peaking with a liking score of 9.2 amongst 35-50 year olds, 'Friendly Frikkie' is one of the highest liked commercials in Adtrack history.