1st For Women Insurance Brokers: BRAINS

Credits & Description:

Category: Direct Response Broadcast: TV, Radio & Infomercials

Advertiser: FIRST FOR WOMEN INSURANCE

Product/Service: INFOMERCIAL

Agency: BLACK RIVER FC

Date of First Appearance: Aug 3 2010

Entrant Company: BLACK RIVER FC, Johannesburg, SOUTH AFRICA

Executive Creative Director: Ahmed Tilly (Black River FC)

Creative Director: Suhana Gordhan (Black River FC)

Copywriter: Annette Nel

Art Director: Heloise Byrne

Agency Producer: Henri Smit (Black River FC)

Account Director: Elena Ronca (Black River FC)

Account Director: Thobile Kunene (Black River FC)

Producer: Saskia Busch (Masters & Savant)

Sound Designer: Theo Potgieter (Sterling Sound)

Animator: Carl Jeppe

Media placement: TV Infomercial - ETV, SABC 1 - 03 August 2010



Describe the brief/objective of the direct campaign.

The objective of this campaign was to get people to pick up their phones and to call 1st for Women Insurance. We also had to find a way to entertain our audience whilst educating them about our product benefits. The commercial was aimed at new customers. The strategy was to challenge the typical infomercial category by making it highly entertaining and humorous. This would allow us to capture our audience, charm, educate and entertain them all at once. Since the campaign was aimed primarily at housewives, the commercial was only flighted after the morning rush on specific channels.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

1st for Women is a female-centric insurance brand. The idea was to break the mould of traditional dull infomercials by engaging our audience with a much-loved subject – the differences between men and women. Using Mark Gungor, a motivational speaker, we took a journey inside a man’s brain and a woman’s brain. Through animation and 3D typography, these two worlds of the different brains were used to educate our audience about our product benefits. Based on previous research, we knew that the differences between men and women would be well received amongst women and that it would generate interest and talk-ability.



Explain why the creative execution was relevant to the product or service.



1st for Women built its business on this fact – men and women are different.

We took it further – even our brains are wired differently. Using motivational speaker, Mark Gungor, and 3D animation, we illustrated the differences between a man’s brain and a woman’s brain. The creative was strong because it built on existing research that women love the subject of the differences between men and women. It is highly appropriate to a brand that loves poking fun at men. Not only did it challenge the category through comedy and entertainment but it also captured the attention of our target market.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

In less than 6 months, with limited flighting, we managed to get 15 171 people to call 1st for Women. While we generate contacts, it is the job of 1st for Women to turn those into sales. Not only did we achieve the objectives - get people calling - but we also received numerous phone calls and emails with positive feedback like: “The latest commercial regarding 1st for Women….is one of the greatest I’ve seen.”

“Is it possible to get the words….to pluck on my fridge.”

“There is no way any other insurance company's ad can come close to yours.”