2011 Winners & Shortlists

Results and Effectiveness

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 and activations. 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 recognized as the fastest growing insurance company in Syria in 2010.

Creative Execution

“Bassita”, a common daily expression used to say “No worries, it’s easy” was the slogan for the campaign. The campaign was comprehensive and emphasized that Solidarity Insurance would cover everything but the little irritations in daily life, since they were the only things that didn’t need insurance. Solidarity’s services were introduced, through this smart, daring and creative campaign. Consumers found little irritations wherever they went, and began to discuss them as they were impressed by the creative concept. The channels used included outdoor, print, radio, SMS, an ambient popcorn box and the cinema, a small ambient installed in various places, and door hangers distributed to their homes. Together, the ads and activations maximized the campaign by creating a word-of-mouth buzz and leading previously skeptical consumers to consider insurance by contacting Solidarity to inquire about its services.

Insights, Strategy and the Idea

Many Syrian consumers don’t understand the concept of insurance, and those who do, have a negative perception. They see insurance as a complicated and unnecessary procedure, and think all insurance companies are the same. Solidarity Insurance’s advertising campaign took the challenge of changing people's negative perceptions by showing consumers that, with Solidarity, the insurance process could be simple and easy. Since Solidarity is the first privately owned standalone insurance company in Syria, the way it deals with its clients is unique and consumer oriented. Therefore, all the 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.”