2011 Winners & Shortlists

The Campaign

Many Syrian consumers don’t understand the concept of insurance, and those who do, have a negative perception. That was until Solidarity Insurance’s advertising campaign broke through the premature market and took the challenge of changing people's negative perceptions. Our strategy was to do so by creating the need for insurance through the introduction of Solidarity’s services, using a smart, daring and creative campaign. 'Bassita', an everyday expression used to say 'No worries, it’s easy' was the slogan for the campaign. The campaign was comprehensive and emphasised that Solidarity Insurance would cover everything but the little irritations in daily life, since they were the only things that didn’t need insurance. All ads and activations used represented typical daily irritations in a humorous way, with the aim of winning over skeptical consumers, and delivered the message that 'with Solidarity, these problems are your only worries, since we insure everything else'.

Success of the Campaign

The results were impressive, as Solidarity received over 10,000 calls in 10 days and closed up to 50% more sales calls, of which almost 75% of prospects inquired about products mentioned in the ads. Even more impressive was the dramatic effect on Solidarity’s bottom line and corporate reputation, leading the growth of the private insurance market in Syria by 150%. In addition, a news channel sought out the client to be featured in a news show, and Solidarity was voted 'Employer of Choice' by Al Iqtisadi, the leading local business magazine’s survey, in addition to being recognised as the fastest growing insurance company in Syria in 2010.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We began the campaign by simultaneously launching outdoor, print and radio ads showing common daily irritations in a humorous way. These all delivered the same message: That with Solidarity, these problems would be your only worries. The campaign was launched across these channels from mid march until mid April. During the same period, door hangers were distributed to consumers’ homes saying 'Please Disturb' because Solidarity had already insured everything, so consumers wouldn’t mind being disturbed by little irritations anymore. In the last week, creative SMS were sent out finalising the campaign. A few weeks later special execution print ads, such as solved crossword puzzles and coffee stains, began appearing in the newspapers and a large ambient popcorn box spilled on the floor appeared at the cinema. Following that, a small ambient regarding the company’s ROP policy was installed in various places.