Pineapple and their agency have created the campaign ‘100% pure insurance, 0% other stuff’. Their new campaign takes on an apologetic approach that is direct, dry and humorous.
Pineapple’s billboard campaign around Johannesburg, Pretoria and Cape Town launched on 1 September. It has received attention, admiration, some hate and lots of debate on social media platforms LinkedIn and Twitter. But the results already prove the campaign has been a large success.
There are 90 billboards around Gauteng and the Western Cape, and each one is unique. The goal was to reward the consumer every time they noticed a new site and never repeat the same line twice in the same area.
The creative work is full of self-awareness, leading with ‘What’s left to say about insurance?… (nothing)’ and often apologising to the audience for exposing them to yet another insurance ad. It’s self-deprecating at times, it’s honest, and it’s pure and innocent. Much like the culture, the team and the brand they are so proud to sell.
Nichole Shub, Chief Marketing Officer at Pineapple, stated, ‘When crafting our OOH billboard campaign, we could have never anticipated the stir it would generate online. Words cannot describe how grateful we are that people are speaking about Pineapple — posting pictures of our billboards on their accounts, creating intimate conversations with their audiences. As a brand, when your traditional media gets taken into the digital space by your audience, you must be doing something right.’
Pineapple has seen more than a 1500% increase in website traffic since the billboard campaign launched and a 100% increase in user-generated content.
Marnus van Heerden, Chief Executive Officer at Pineapple said, ‘The campaign’s focus was to generate awareness and curiosity around the Pineapple brand. We wanted our brand to get noticed. We believe people perceive brands in the same way they perceive people, so it was important for us to show our personality first before we focus on our many USPs. Insurance is a highly competitive space, and I am incredibly proud of this distinct and disruptive work the team has created for our brand. I look forward to building on what we have achieved.’
PINEAPPLE
https://www.pineapple.co.za
