During Covid-19 in a period of lockdown, when many consumers were reviewing their short-term insurance needs, we needed to remind consumers of our Santam brand presence.
In an ever increasingly fragmented media landscape, Santam was looking for new and innovative ways to reach our consumer and stand out as an adaptive and forward-thinking brand.
Knowing that Netflix was at the forefront of conversation and converted viewing habits, we partnered with Netflix, and in a first for South Africa, brought Santam into the Netflix world.
The 6-part series was used to plug 3"-5" brand visuals effortlessly into scenes of the show. These took the form of branding on moving vehicles, branding on billboards, wall murals and on bus shelters or screens, with selected content scenes.
All scenes use DBI technology - Digital Brand Integration, where they are inserted post-production, at a lower cost and lead time than having them built into upfront production of scripting.
The results are:
- 70" of branded content and visuals subtlety reflecting in one of SAs key Netflix shows.
- This was a Netflix first to market in South Africa!
- Kings of Jo’burg registered the highest viewership to date for any African title.
- The show featured in the coveted Netflix “Top 10” globally.
- Kings of Jo’burg spent 3.5 weeks as South Africa’s no.1 most watched Netflix show.
- To encourage longevity, the show will remain on Netflix for 5 years.
About the campaign
At the onset of lockdown in March 2020 in South Africa, consumers needs and media consumption habits rapidly changed due to circumstance.
The initial stay at home limitations, became a work from home mentality, which has entrenched itself firmly into many lifestyles. Critically, we saw higher consumption of TV and streaming services than ever before; the Netflix explosion had reached South Africa, with various VOD and OTT subscriptions skyrocketing. For many, these are add-on subscriptions and they do not replace standard TV subscription viewing.
Affecting the short-term insurance market we found reduced mobility meant that consumers were also driving less, and along with financial restrictions faced, many consumers were forced to relook their insurance policies and make cost saving adjustments.
We needed to find a way to continue to connect our Santam upper-income audience with the brand, in new and refreshing environments that positioned the brand as adaptive and forward-thinking. We did not have the luxury of long production lead times, and we were seeking longevity in communication.
Enter Kings of Joburg - a show that would cater to our target market's content preferences, yet also allow us integration in a post-production world with far shorter lead times than in a traditional pre-production fashion.
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
DENTSU CREATIVE SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, DENTSU CREATIVE SA created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festi...
DENTSU CREATIVE SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
DENTSU CREATIVE SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
DENTSU CREATIVE SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
DENTSU CREATIVE SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
DENTSU CREATIVE SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign