Company: 1st for Women, Johannesburg, Gauteng, South Africa
Nomination Submitted by: The human.kind Group
Company Description: 1st for Women Insurance is a South African insurance brand that offers insurance aimed mainly at women who own an insurable vehicle or asset, through our range of women-centric insurance policies to include car, home, buildings, business, and life cover, as well as additional value-added products that provide extra support designed around the unique needs of women.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Integration of Traditional and New Media
 Nomination Title: First for Women - "Can't take my fearless" Campaign
- Specify the date on which this campaign or program was launched:
1 September 2023
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 229 words used.
We decided to do a landmark campaign – stylised and different to anything else in a highly competitive, sea-of-sameness category. It was also extremely important to us that our campaign should not make a woman feel scared, sad or worried, challenging us to find ways to creatively show women as fearless, the heroes of the story and of each scene.
The aim was to show them confident, overcoming, and empowered through exaggerated scenes of typical insurance moments – car accidents, fires or burglaries.
We also wanted it to be representative of personal fearless stories, for example, Lira, one of our featured campaign leads, being shown as a phoenix as she recovers from a stroke and subsequently returns to work – an inherent fearlessness, and a situation that affected her business and livelihood. To this end, we included behind-the-scenes video clips in which the luminaries speak frankly about their own experiences.
Lastly, we wanted to portray somewhat exaggerated or surreal moments, to showcase that no matter what comes across an SA women’s way, she conquers. All work was to showcase a range of fearless women with a sense of personal power, and create campaign look stand-out in the category, while pulling through key brand assets such as our Guardian Angel On Call cars, supported by an empowering and consistent music track, and the familiar voice of our longstanding voice-over artist.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 215 words used.
Please find herewith, the following accompanying documents/elements:
- 1st For Women Integrated Campaign Entry Supporting Video, which outlines the Big Idea through showing snippets from the TVC and behind-the-scenes footage, as well as certain key statistics relating to the campaign.
- 1st For Women Integrated Campaign TV Commercials & Digital Video PowerPoints (Parts 1 - 3), which shows the key TV commercials. This consists of:
Part 1
- the thematic ad, which introduced the campaign by exploring the campaign insight “You can do X, but you can’t take my fearless.”
- the main ads, which took the insight into the retail fields of car, home and handbag insurance
Part 2
- cutdowns, which were done for different channels by focusing only on the core statement: "You can do X, but you can't take my fearless."
- YouTube pre-rolls taking the insight into business insurance and the 1st for Women Foundation
Part 3
- Behind-the-Scenes ads which emphasised that our luminaries themselves are not immune to the issues women have to deal with.
1st for Women Integrated Campaign Artwork & Radio PowerPoint. which shows the broad range of artwork and how these integrate into a cohesive messaging. The artwork includes both conceptual and retail applications across elements such as static and digital billboards, e-mailers, social media posts, radio ads and promotions.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 247 words used.
South African women have different insurance needs because they are faced with different life challenges than men (and other women around the world). 1st for Women aims to provide South African women with insurance that is designed around the unique challenges that women face.
From our annual brand health tracker results we saw we had incredibly high levels of 'awareness' for the brand, but saw a drop-off and weaker performance on ‘consideration’ and ‘usage’ in comparison with our competitors. We therefore needed to solve not for ‘awareness’ or ‘love for what the brand stands for’, but rather how to become a ‘choice-worthy brand’ when it comes to insurance. We needed women considering insurance to choose 1st for Women.
When unpacking what drivers contribute positively to our competitors’ strength here, we found that they were focused around the core insurance-related items such as paying claims promptly, service quality and reputation. Those who were often recommended by others and were trusted by women were winning on market share. In our campaign, we therefore shifted our focus from our ancillary benefits (largely safety related) to messaging that first focused on the insurance cover we provide and only then on the included benefits relevant to women. Some examples of the credentials/insurance proof points we highlighted in this campaign included our range of cover (handbag, business insurance, dread disease etc.), as well as the fact that a claim was paid every 22 minutes. This was supplemented by tactics such as customer testimonials.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2022. Even if your initiative started before July 2022, limit your response to activities and results since the beginning of July 2022 only (up to 250 words):
Total 248 words used.
The campaign was led by hard-hitting TVCs featuring well-known and inspirational South African women triumphing over adversity. This theme was used both for awareness and product-specific adverts. It was also supplemented by behind-the-scenes-style adverts in which our protagonists spoke frankly about their challenges.
Other activities included an internal staff launch and comms platforms, emails to existing customer, sequential YouTube clips, Display Banner ads, our website and app, direct marketing, remarketing and sweep-behinds, ambassadors’ social platforms, PR, radio and out-of-home.
The mix of channels was derived from learnings, as well as previous cross-media study results, which showed us that a mix of channels was required to impact growth.
The results were:
- A 16% year-on-year increase in sales
- Positive asset testing results with dominant spontaneous association to the platform of “fearless”
- Sectors such as business insurance and insurance chosen by moms saw 1 171% and 50% increase respectively in website traffic
- Continued growth in brand power for the fifth year in a row, making 1st for Women the only short-term insurance brand to do this in the female market.
- Fifth place in the Sunday Times Next Gen ranking for coolest insurance brand in 2023.
- Double-digit improvements in Ask Afrika results for Service and Emotion.
- Placed third in South Africa in a Brand Asset Valuator (BAV) survey of 12 500 respondents measuring 1 600 local and international brands.
- Appeared on the Forbes Best Insurance Companies in the World list for 2024, and
- Ranking number 1 for home insurance in South Africa.
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