One of the things that brings South Africans together is our ability to laugh at ourselves and at all the cultural differences that make our rainbow nation so fab. King Price knows this better than most: Our TV ads invariably get people talking, sometimes gasping – but always laughing!
Remember the motorist and the traffic cop haggling about a braai? Or the young man who wanted to pay his lobola with a kettle? And who can forget the farmer doing something sexy to a tractor? Well, we’ve just done it again, with an ad that shows what happens if you mistake a Venda for a vendor.
You see, we’re unapologetically South African, and we just love creating irreverent ads that celebrate our differences and cultural diversity to make the point that, in today’s world, a lot of things just don’t make sense. Our brand tonality is light and fun. We want to take the ‘grudge’ out of insurance and, and if there’s an opportunity to make our clients – and our country – laugh, we’ll take it.
The idea for our vendor ad came from a total stranger who’s become a royal family friend. We actually often get email from random people suggesting concepts, and this one tickled our funny bones. It also ticked all the boxes, and so we decided to go for it!
First, we bounced the idea off the chief of the vhaVenda people, to gain his approval. When he finally stopped laughing, he said ‘yes, of course!’. Then (and I love this bit!) we proudly cast some of our vhaVenda staff members in starring roles!
The confused vendor is Bennie Fourie – 1 half of Freckle, the agency that helps us to bring our crazy ad ideas to life. (The other half is Bouwer Bosch, who worked behind the scenes for this ad.)
I admit, the pressure’s firmly on our creative team to keep coming up with the goods. But there’s method to our silliness: This ad is part of a campaign called ‘when others don’t make sense, we do’ – which talks directly to the fact that it just doesn’t make sense to pay the same every month, to insure something that’s worth less every month.
The proof point is that, in 7 years, we’ve saved South Africans over R150 million in decreasing premiums.
‘Vendor’ is the seventh ad in the campaign. Most of the ads went viral all over the world within minutes of being released on social media, and this one is no exception.
MORE ABOUT KING PRICE
We’re the only insurer to offer premiums that decrease monthly as the values of the insured cars drop. Because it just doesn’t make sense to pay the same every month to insure something that’s worth less every month.
Personal, business or specialised risks… You own it, we’ll cover it. Comprehensively, cleverly and sensibly.
- The Star Readers’ Choice Awards 2019: Best Car Insurance Company (Winner).
- Global Business Outlook Awards 2019: Finance CEO of the Year SA (Winner).
- Corinium Customer 360 Africa Awards 2019: Best Customer Experience by an Organisation or Team (Winner).
- International Business Magazine Awards 2019: Best Place to Work SA (Winner).
- International Business Magazine Awards 2019: Most Innovative Insurance Company SA (Winner).
- International Business Magazine Awards 2019: Fastest Growing Insurance Company SA (Winner).
- Global Brands Awards 2018: Most Innovative Insurance Brand SA (Winner).
- Pendoring Award 2018: Film (Silver).
For a full list of awards King Price has won over the last 7 years click here.
Posted in partnership with King Price Insurance
