Leading short-term insurer, Santam, has marked its 90th birthday with a celebratory campaign from Draftfcb Cape Town, highlighting how the company has revolutionised its industry many times during its nine decades.
Developed by the creative team of Schalk van der Merwe and Marius van Rensburg and strategist Jeremy Bouwer, the campaign includes television, print and radio advertising as well broker and staff communication and events.
While the external communication links to the '90 years young' and ‘new kid on the block' idea, many of the creative elements for the staff event have been designed to recognise their role in Santam's success. For example, posters incorporated photographs of staff members from the primary regions have been produced.
According to Business Unit Director, Nadja Srdic, the campaign was developed to both celebrate and demonstrate innovation. “The company's 90th birthday gave us an ideal platform from which to communicate that it has not only continually re-invented the short-term insurance industry over the past 90 years, but also has the credentials and constant innovation to continue to do so for the next 90.
“We believe Santam can confidently make this claim and commit to another 90 years of leadership because it has an unequalled track record, a wealth of experience, a reputation for breaking through barriers and the insight to constantly re-invent itself going forward,” she said.
Visit our PRESS OFFICE: Draftfcb (South Africa) is the country's largest marketing communication group. Through its offices in Johannesburg, Cape Town and Durban, and utilisation of an integrated business model, it offers clients expertise in the multitude of communication channels available to marketers today.- more....
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