King Price Insurance has launched a tongue-in-cheek advert as part of its “Make Insurance Great Again” campaign.
The 15-second radio advert and YouTube video uses political satire to poke fun at high premiums, poor service and unrealistic promises in the insurance industry.
Delivered in a familiar, governmental voice, the advert includes playful lines such as “build a wall around high premiums” and “grab poor service by the policy”.
It also stresses King Price’s commitment to low premiums, transparent policies and putting customers first, with humorous references to industry “fake news” and “hidden fees.”
The campaign is designed to remind South Africans that insurance doesn’t have to be boring while reinforcing King Price’s positioning as a customer-focused insurer.
Natalie Bisset, “marketing queen” at King Price Insurance, said the advert’s irreverent approach has been King Price’s DNA since day one.
She said: “We’re all about disrupting the insurance market and shaking things up, because why not? South African humour and our people’s passion are at the heart of what we do. Our new campaign follows in those footsteps: A little cheek, a lot of passion,
“What I love about our campaign is how it balances satire with substance. Yes, it’s playful. Yes, it’s outrageous. But there’s a serious message behind the jokes: We’re here to roll out the red carpet for our clients, simplify the processes, pay valid claims quickly, and put people back at the centre of insurance.”