New insurance campaign encourages rational decisions


South African insurance aggregator Hippo has launched a fresh, game-changing campaign that encourages consumers to compare quotes on before they make a decision. The campaign was conceptualised by MetropolitanRepublic and produced by Sweetspot Content.

Says Carl Louw, executive head of marketing for “We can all be surprisingly irrational in how we make decisions, like which insurance to buy. So we blindly follow the suggestions of our friends and colleagues, or we just take the first quote that comes along. The new Hippo campaign showcases the most outrageous versions of this sort of irrational decision-making. In the process, it demonstrates the good sense in comparing before making a choice.”

Rob Rutherford, creative director at MetropolitanRepublic explains: “The campaign sets the viewer up for a simple take-out: if you don’t compare quotes and choose the one that’s best for you (and ultimately save money with, you’re being a little irrational. In fact, you may as well choose insurance by using one of the crazy methods demonstrated in the TV commercials and across multi-media platforms.”

Louw is very excited about this new campaign. “It’s a fresh direction, but lovers of the Hippo will enjoy even more of the same cheeky humour and good fun they’ve come to expect from the brand. Most importantly, the audience will have no doubt that is the comparison engine for South Africans looking to choose the right insurance, medical aid, travel package, personal loan and so much more.”


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