Global financial services business Hollard Insurance launched five new insurance products for its brokers and their clients through a web portal and a series of online adverts, produced by Studio UHU design agency and AIR Films production company.
Using an acronym for Hollard Insurance and the common greeting term, the Hi Hollard website allows users to access information on the five Hi products: PetSure, SMART, HomeAssist, EnRoute and LegalWise.
On a tight budget, AIR Films was tasked with creating videos which would compel an interested buyer to stop and actively watch an ad on an often less-than-glamorous business concept.
Matthys Boshoff, Director at AIR Films explains, “Studio UHU came up with the name and identity and we conceptualised, scripted and produced two 45-55 second internet commercials, hosted on the online site; which, much like Hollard, could push some social boundaries in an irreverent manner, as a means of capturing the interest of a browser where a million and one things clamour for attention.’
The PetSure commercial features a woman with a stuffed Chihuahua on her lap playing the part of a widow. Boshoff says the camera style and acting performance in this spot portrayed a slice of life. “It’s not pretentious and plays off a touch of dark humour; giving the viewer (browser) the impression that you are looking at a real person who is marginally nuts, as opposed to an objective perspective that pokes fun at that type of person.’
The video for Hollard’s SMART product features a white-collar professional man who tries to hide an irritating itch.
“Here, the tone is light and one of fun. The camera style is voyeuristic. We shot the hapless guy from many angles as he went through the motions of trying to be discreet, but actually reflecting the opposite, underlying the essence of SMART, that by merely washing over a scratch or blemish, they can become more obvious than we would like them to be,’ says Boshoff.
Visit the Hi Hollard website for more information.
