Loeries Entry 2014
Category: Digital & Interactive Communication: (IN4) Internet, Mobile & Interactive Crafts – Writing
THE CLIENT: Hollard – Car Insurance
THE BRIEF:
Write and design an entertaining infographic about cars for Hollard that would be used as part of their content marketing strategy to sell their car insurance products. The infographic would live as one piece of work on the Hollard website and be shared on social media as individual story pieces:
- Each individual story within the infographic needed to be told in one short but impactful sentence using a maximum of 10 words, ideally around 5-6
- We were tasked with communicating to a very broad audience across LSMs (“From 1 to 40,” according to the client!)
- The copy and graphics needed to tap into the quirky sense of humour of Hollard’s brand personality
- Our writing needed to be proudly South African, current and embrace local is lekker
- Our infographic and individual stories should not ‘sell’ the product explicitly – the connection to the car insurance product had to be very subtle.
OUR SOLUTION:
We know that South Africans are passionate about their cars, which is probably why there are so many nicknames created for them especially in ‘township’ communities. We wanted to tap into the emotion and humour around this nicknaming habit by creating an illustrated infographic that highlighted a few national favourites and by association suggest that if you are passionate about your car, you should insure it, with Hollard! We wanted a visually appealing solution with inclusive, witty, short and sharp copy, that all South Africans could not only learn from but laugh at as well.
MEDIUM:
The infographic was published on Hollard’s website in two parts (part 2) and individual graphics of the cars were shared on Hollard’s Facebook (scroll down to 2 May through to beginning of April), Twitter and Instagram pages.
DATE PUBLISHED: Months of April into May 2014.
RESULT:
Client was extremely happy with our final product and hugely complimentary – the creative work we produced led to them appointing us as their content marketing and social media agency as of July 2014.
We were also tasked with presenting our creative approach and thinking to their lead advertising agency as an example of the kind of writing and design they were after. In terms of the work being current, straight after the work was published KO’s hit track CARACARA hit number one on the charts and was the number one trending topic on Twitter.
CLIENT COMMENT:
“We loved the ‘Hoot If You Drive A’ infographic because as an insurer we know how much the people of Mzansi love their cars. By talking about the unique nicknames South Africans give them, coupled with illustrations that have an unmistakably local feel, it gave us a fantastic opportunity to authentically engage with the public on this topic.”
Nick Jackson – Hollard Social Media Specialist.
CIRCULATION:
The initial idea was to have title the infographic “Hoot if you drive a…” but ‘Hoot’ was changed to a thumbs up sign to make it suitable for the website and Facebook; a star symbol was used for Twitter and a heart symbol was used for Instagram.
