JOHANNESBURG, April 08, 2014 – South Africans worry a lot. They worry about the traffic, the crime, the weather, petrol prices, work, their children, the state of the nation and how much they’re worrying about worrying. Sadly, excessive worrying can be debilitating, often preventing people from living their lives to the full.
This was the key insight Ogilvy & Mather Johannesburg (O&M JHB) tapped into when it came up with the idea for the integrated “Don’t worry. Be Hollard” campaign, which was launched in late February.
Using radio, out of home (OOH), print and digital, the campaign showcases Hollard’s wide range of products (everything from investments, to personal, corporate and commercial insurance), encouraging people from all walks of life to adopt the cheeky ‘Be Hollard’ attitude that essentially gives unnecessary fretting the proverbial finger.
Chief Marketing Officer for Hollard, Heidi Brauer, says the campaign uses a quirky, tongue-in-cheek approach to what has always been considered a low-interest insurance category. “Together with our partners, we are able to offer an array of solutions that address many of the financial worries experienced by South Africans and give them the opportunity to go out and live with purpose.”
Commenting on the new campaign, Mariana O’ Kelly, co-Executive Creative Director at O&M JHB says, “In a conservative category, it’s been a great pleasure working with a team of clients who not only understand the benefit of humour and story-telling, but who demand it at every turn. It wasn’t difficult,” continues O’ Kelly, “for us to come up with the offbeat writing style and tone. All we did was take the internal Hollard culture and display it in the ad campaign. ”
For more information check out Hollard’s Facebook & Twitter page or browse through their website :
About Ogilvy & Mather South Africa
Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 800 staff across 15 specialised companies. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct; digital; CRM; mobile; promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses. For more information, visit http://www.ogilvy.co.za or follow us on Twitter at @OgilvySA, on Facebook.com/ogilvySA, on Flickr and on Vimeo.com/ogilvysa.
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 11 709 6858
Issued on behalf of:
Ogilvy & Mather South Africa
Manager, Marketing & Communications