Hippo.co.za has had a makeover and at the heart of this change is the underpinning message that before consumers commit to financial, health and lifestyle products, they compare their options by ‘Hippo’ing it’.
The change encompasses new website functionality, new service providers and a range of new products that will broaden the comparison site’s scope in the market. The brand refresh was carried out by above-the-line agency FoxP2, and the digital campaign was executed by Human.Kind.
According to Grant Jacobsen, Creative Partner at FoxP2, the rationale behind Hippo.co.za’s rebrand was simply based on insight. ‘Hippo.co.za is an everyday, all-the-time platform that is convenient. Something that’s permanently useful needs to be permanently memorable.’
FoxP2 deliberately focused on building and creating memory structures for the brand. Whatever consumers search for, they will remember to ‘Hippo it’. Jacobsen says that 90% of consumers recall the wrong brand from advertising seen. ‘So, it is about creating the right linkages for an everyday brand – people are reminded to recall Hippo.co.za as a trustworthy platform to simplify decisions.’
As part of the work developed by FoxP2, the popular Hippo character also gets an exciting makeover – a fresh updated look-and-feel that builds on its predecessor’s established profile.
Deon Kruger, Managing Director of Human.Kind, said that the key message is that Hippo.co.za will simplify the decision-making process. ‘This is done by providing unbiased comparisons, so the public can make the decision based on value instead of just price.’
Kruger explained that the idea behind the relaunch is that when having to make a decision about a variety of products, the actual Hippo character will be front of mind. Reminding you ‘Before you commit, Hippo it!’.
‘The Hippo is back, but its whole personality has changed. It’s a lot more cheeky and quirky, and very helpful and informative. He’s out there to help you make more informed decisions,’ said Kruger.
The brand refresh includes a national campaign roll-out with billboard, print, radio and television ads. Online, the new-look Hippo will be represented in video, banners and social media.
‘We’re all really excited about Hippo.co.za’s new look and feel. More importantly, we’re thrilled with the brand’s refresh and what it means for our service delivery to the market. We can’t wait for our customers to meet the new Hippo!’ said Vera Nagtegaal, Executive Head of Hippo.co.za.
HIPPO.CO.ZA www.hippo.co.za
