Old Mutual iWYZE valuables insurance launched their new television commercial on Monday 29 August 2011. Following the successful run of the first commercial, this one takes a fresh approach to advertising the short-term insurance product, while retaining the ‘knix’ concept which audiences responded to so well. “While it worked very well for us, the original commercial has now been running for over a year, so a new execution was necessary,” says Willem Smith, Chief Executive of iWYZE valuables insurance.
The new commerncial has various scenarios depicting individuals living a ‘handicapped’ lifestyle because they are constantly hoping that nothing bad will happen to them or their valuables. Visually, this hope is depicted by showing these characters with their fingers crossed behind their backs (the universal “knix” sign). “Their fear stems from the worry that they are relying on luck alone, either because they are not adequately insured against the mishaps of life, or because they do not have complete confidence in their insurance,” says Smith. “We’re making people aware that there are trusted options which provide complete peace of mind.”
Marketing agency Chillibush Communications was briefed by the iWYZE marketing team to conceptualise the TV commercial. “Our rationale for choosing this concept was that there is a wise choice for people seeking certainty regarding their financial protection from the loss of valuables. This choice can lead to peace of mind, removing the doubts plaguing our characters,” says Felix Calitz, Creative Director at Chillibush Communications.
According to the research which Chillibush and iWYZE conducted, people recognised the knix sign and associated it with hope, luck and lack of total confidence. “People understood that those without the knix have ‘peace of mind’ because of their choice of insurer,” says Calitz. He continues, “One of the main reasons for portraying the knix behind the characters’ backs is that people don’t want others to know that they are ‘secretly’ living without confidence – living in hope.”
With the new commercial, iWYZE hopes to strengthen their brand awareness in the months to come. It will be running on SABC 1, 2, 3 and eTV.