We live in a world of instant gratification, where we’ve forgotten that some things are worth slowing down for. In a post-pandemic environment, people are craving more human connections. They long for real interactions. They want more meaningful conversations – at home, at the office coffee machine, in the queue at the grocery store or from their insurer.
This insight was used in the conceptualisation of a new marketing campaign for Indwe Risk Services, one of the largest independent insurance brokers in South Africa, by creative agency Stratitude.
“Indwe Risk Services has never lost sight of their mission to put clients at the centre of everything that they do. Fundamental to their success is making insurance personal by taking the time to build long-term relationships with their clients”, says Sylvia Zanetti, MD of Stratitude.
“When we explored the relationship between Indwe and their clients, it stood out that every one of these relationships and interactions started with personal conversations. And core to a conversation is starting it with a simple ‘hello’ – a word used when you meet up with a friend, someone you trust or a confidante – which is really the secret sauce to Indwe’s relationship with its clients.”
“Another insight we considered in the development of the campaign,” she says, “is the fact that, in a world of instant gratification – where people have information at their fingertips, order food and have it delivered right away, quickly Google the answer to a question, even book a holiday within minutes – people often rush the big decisions in life and don’t put the necessary thought and care into what matters to them.
“This often happens with insurance, where people quickly commit to a policy without thinking about their cover or understanding what they’ve insured. For example, choosing a new car or an engagement ring often takes months of research and consideration, but then the decision to insure it is a rushed one.
“We want to educate people that they should take time to really understand their policy and ensure that they’re properly covered for things that really matter to them. By talking to an insurance expert, you ensure that you’re correctly covered and won’t be disappointed when making a claim.”
And so the Hello Indwe campaign was borne.
The campaign highlights the importance of taking time to ensure that everything you have worked hard to achieve in life, is protected. The campaign concept is revealed in a concept video, in which Stratitude succeeded to encapsulate the campaign big idea.
While the video unfolds in 51 seconds, the story is told in very few words. Relying on the power of striking visuals, emotive music, clever editing – and powerful copy lines. The video lets the imagery and music sweep you along the journey, while the muted colour palette enables you to focus on the meaning of the carefully placed copy.
As the video begins, the imagery jumps rapidly from scene to scene, visually telling the story of instant gratification. From our deliveries to our meals to our interactions – we expect everything to happen immediately, and we lose our patience when we have to wait for anything. The quick cuts between these scenes furthers this narrative.
Meanwhile, the use of human-centric imagery throughout the video adds to the underlying emotion of the message while creating a sense of trust and relatability. In addition to this, the desaturated images and blue colour treatment evoke knowledge, authority and reliability.
The scene of the spinning globe and transition to the first copy line on the blue background acts as a break from the rapid scenery. This change of pace is used to draw the viewer into the video and subliminally speaks to the fundamental campaign message. The choice to put the copy line on a plain blue background prioritises the message and lets it shine.
“In a world where everything is instant”, the video tells us, “some things are worth slowing down for”. Putting the final decorative touches to your dream home, inhaling the fresh car smell as you drive your own car from the dealership, sharing one last quiet moment before your first child is born, gratefully acknowledging the sacrifices to make a future career possible.
To illustrate this point, the scenes are longer, and the transitions between them more gradual. It is now that the music starts building to a crescendo which is followed by the words “Hello Indwe”. In doing this, the music contributes to a sense of anticipation, piquing the viewers’ interest.
Ultimately, the careful use of pace anchors this campaign and highlights its message:
Some life moments shouldn’t be rushed. They are moments that matter and moments you should make time for. And all of them start with a conversation, they start with a hello.
“The brand campaign really encapsulated everything that we are and stand for, says Joe Szemerei, Executive Director at Indwe. “It will be implemented predominantly through digital and direct marketing campaigns and will roll out over a 12-month period to drive our message to existing and new clients”.