Making life less risky

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Santam's new risk management platform aims to make consumers aware of the bizarre things that can go wrong and that it is there to offer the best advice on reducing risk, thereby saving consumers on ever increasing insurance premiums.

Margaret Massie, executive head of people and brand at Santam, says the new campaign, which will be drawn across radio, billboards, press, print and online media, supports and communicates the insurer's brand vision.

“We are differentiating Santam further through our new campaign. Sure, we are the largest short-term insurer in the country, which is a feat in itself, but our business has grown beyond simply selling insurance.

“We are now in a position to work with our brokers to advise clients on managing their risk, for which they are rewarded by claiming less and thereby keeping premiums down.

“In the various scenarios of the television commercial we see highly unlikely things happening to everyday South Africans. We see township residents spotting a UFO, a computer geek dating a supermodel and a Rastafarian becoming president, among others, all highly unlikely occurrences”, says Massie.

The commercial ends with a twist where Santam introduces the brand and what it promises the consumer: “The odds of finding a short-term insurance company committed to helping you reduce risks – a certainty. Santam. Rest insured.”