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FCB launches two new products for Santam on back of new positioning

FCB Cape Town has launched two new products for Santam at the same time as communicating a new positioning for the short-term insurance company. The new positioning - Santam provides peace of mind - is encapsulated in the pay-off line 'Rest Insured'.

Santam's target audience is relatively broad, with most customers falling with the LSM 7 - 10 brackets and over 25 years of age. For this reason, Santam's media strategy focuses on 'owning' print but supplements this spend with radio, online and outdoor advertising.

The creative team responsible for both the new positioning campaign and product launches comprised executive creative director Francois de Villiers, copywriter Hanlie Kriel and art director Anthony de Klerk. The ads are visually striking, capitalizing on the association of the yellow umbrella with the Santam brand. Text is clever. Two executions for MultiBonus include 'Your chance to be the Receiver' and 'Good better ... bonus' while others for MultiMax are 'Pay attention ... Save money' and 'We're passing the buck'. The message is clear - both products are intended to benefit Santam clients financially.

Two weeks prior to the product launch, sister agency FCB Impact 361° introduced MultiBonus and MultiMax to Santam brokers via a road show. The roll-out covered more than a dozen centres and took place over a period of three weeks. Aside from the product information packs, which were created by FCB Design, FCB Impact 361° developed and oversaw the entire launch, including the electronic invitations and the AV presentation. Below-the-line creative director, Glynn Venter's guiding principle throughout the project was to keep it simple and clean, avoiding clutter and concentrating on the products.

According to key account business director on the Santam business, Nadja Srdic, the products were well received by the broking community and this has spilled over into the consumer market.



Editorial contact

C-Cubed Communications
Petra Peacock
(011) 794-4665

10 Aug 2004 17:54

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