2011 Winners & Shortlists

Results and Effectiveness

The campaign got impressive results for Solidarity - just ten days into the launch, their call center had received over 3,500 calls. The sales department estimated that the campaign helped them to close up to 50% more sales calls, with 75% of prospects asking about non-conventional products offered by Solidarity. The company witnessed tremendous growth that increased profits by 150% year on year, and Solidarity was recognized as the fastest growing insurance company in Syria in 2010.

Creative Execution

Our media solution used a multimedia strategy using print, radio and out-of-home for advertising, with on-ground activations that brought alive the advertising idea in a dramatic manner. Each of these activations was designed around a little mishap in real life that would surprise the consumer and deliver a memorable message.

Insights, Strategy and the Idea

As one of the first private operators in Syria’s newly opened up insurance market, Solidarity faced a consumer who was ambivalent to insurance and mainly unaware of any insurance product other than life and motor insurance. The brief was to generate sales leads for Solidarity’s Sales Department by creating awareness of the brand and popularizing non-conventional insurance products, many of them introduced for the first time in Syria. The key insight gleaned from research was that consumers realize the need for insurance only when something goes wrong. Thus the necessity for insurance is felt only at the time of the accident or misfortune. Consumers were also jaded by advertising and didn’t find insurers’ claims credible. The advertising idea was to highlight the little irritations in daily life that were the only things that didn’t need insurance and reinforce the fact that Solidarity covered everything else. This was done in a humorous way to win over consumers and get them to accept Solidarity’s claims with a smile.