human.kind advertising has recently rolled out a retail advertising campaign for longstanding client, life insurer, 1lifedirect.  The brief to the agency was to conceptualise and create a communication medium that would increase sales and heighten brand awareness.  The solution-oriented result: an infomercial with a difference.

What makes the infomercial unique is that it was shot entirely in POV (point of vision). With POV the camera is mounted on the lead actors head or chest, giving the viewer the impression that the visual is shot from their perception. Account Director of human.kind advertising, Ewald Lombaard said, “It is an interesting technique whereby the camera is not a third-party visual instrument. The body-cam is very effective and gives the viewer an insight to exactly what the actor is seeing.”

The campaign concept was distinctly different to the traditional take of a ‘hard-sell’ infomercial. 

“Our infomercials strategically appeal to the insurable market who we reached and appealed to by segmenting and profiling specific individuals within specific life stages. This approach supported the notion that life insurance is more relevant for people within specific life stages: when you get married, when you buy a new house, and so forth,” said Lombaard.

The infomercials also made use of clever on-screen tiling that supported the profiled individuals by showcasing age, gender, estimated monthly premium and the insurable amount. This visual cue also gave the audience a clear indication of what life insurance could cost them on a monthly basis, while at the same time confirming the insured amount.

Lombaard concluded, “1lifedirect has been a client of the agency for the past three years and the latest campaign was won off our track record of delivering exceptional service along with creative flair.”

human.kind in a unique agency of talented creatures who revel in providing creatively driven solutions to clients.  It has a vested interest in social and environmental health because its aim is to exist in a state of harmony with the world beyond its office walls.  When it comes to communication human.kind prides itself on its skilful advertising, strategic insight and solid brand development. 

For further information please contact Deon Kruger, managing director, on 011 447 1211 or visit: www.humankindadvertising.co.za