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Auto&General

PROJECT

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Auto & General Hospitality Insurance

  • How do we craft a campaign that communicates Auto & General’s Hospitality Insurance in a way that is distinctive and imaginative?

CHALLENGE

In a crowded and established market, Auto & General relaunched its new and improved Hospitality Insurance offering, aimed specifically at the hospitality business, with the objective to clearly articulate the product’s offering and generate leads for the brokers to engage with directly.

INSIGHT

When accidents happen in the hospitality industry, they tend to happen on a greater scale. Damage can halt operations and, without the right cover, even lead to closure. The stakes are high.

That’s why reliable insurance matters.

STRATEGY AND CREATIVE

Using ordinary South Africans, the #PowerTheirNextBeginning campaign brought this message to life through a social experiment. The experiment revealed to fund decision-makers that many employees do not fully grasp the long-term impact of their retirement choices.

To relaunch Auto & General’s enhanced hospitality cover, we built the campaign around the question: “When suddenly happens, who’s there for you?” This framing allowed us to highlight the product’s evolution, based on real industry feedback, Auto & General’s deep understanding of sector-specific needs, and a promise of consistent, trusted support through the unexpected times.