To dramatise the necessity for insurance in everyday life in South Africa, we created a newspaper wrap illustrating a detailed street scene (similar to the ‘Where’s Wally?’ books). Insurance ‘risks’ were pinpointed within the scene and linked to copy highlighting interesting insurance problems. Readers could decide if these were fact or fiction before reading the true answers on the back page. Educating consumers about Santam’s offerings in a novel, slightly fantastical way promoted interaction with the piece while reinforcing the importance of risk management and the brand’s World of Certainty positioning.The wrap was placed around the popular Lifestyle supplement of South Africa’s leading weekend newspaper, Sunday Times. The concept was so well received that it was rolled out into magazine dust covers and web banners. Illustrations were tailored to include relevant product offerings for different target markets and then attached to appropriate men’s, women’s and home owner publications.

Although no formal feedback has yet been received for the campaign, the response from consumers was extremely positive. The client and brokers reported increased call volumes, with people wanting to know more about Santam’s products and new offerings. Santam’s call centre also experienced an increase in direct calls, thanks to their number being the call-to-action in the communication (the first time this was done in 2 years). The web banners also reached their paid for impressions several days before intended.Talkability is difficult to measure, but the compliments still being received continue to validate the impact of the creative work.