eBusiness Weekly
Leslie Mupeti
Creativity and risk taking is still king in advertising. As consumers become more skeptical of traditional ads, companies must find new innovative ways to capture their attention and engage them.
Zimbabwean insurance company, ZIMNAT, provides an excellent example of how creative risk taking can pay off in advertising.
ZIMNAT has a long history of creative advertising campaigns in Zimbabwe. Earlier this year, the company launched an eye catching campaign by clothing the famous steel statues at the Construction House in Harare with ZIMNAT branded shirts and jackets.
The three large steel statues of construction workers stand shirtless as they have for years.
By clothing the statues in their signature green and white colours during Zimbabwe’s coldest winter in years, ZIMNAT delivered a powerful message about protecting customers.
The clothed statues became an instant talking point and social media buzz, generating significant publicity for the company at minimal cost.
ZIMNAT’s most famous campaign to date is a 2019 billboard that featured a 3D wrecked car protruding from a billboard, making it look like an actual accident scene.
The arresting visuals garnered nationwide attention for ZIMNAT’s car insurance plans. The campaign won multiple advertising awards for its creative risk taking and originality.
These types of campaigns show that creativity still reigns supreme in advertising. Traditional ads have become so commonplace that people often tune them out.
Creative advertising breaks through the clutter by surprising consumers and generating buzz.
Even though insurance is not a “sexy” product to advertise, ZIMNAT has found memorable ways to position itself as innovative and trustworthy through creative gambles.
Creativity also drives business results. According to the Zimbabwe Independent 2023 Insurance Survey, ZIMNAT won the award for the “Most Innovative Advertising Strategy” among Zimbabwean insurance companies. The company’s unconventional campaigns have undoubtedly helped raise its profile and reputation in the marketplace.
Creative advertising helps build brands by forming stronger emotional connections with consumers. When done well, it can increase sales, customer retention and word-of-mouth recommendations.
However, creative advertising requires risk taking. Companies must be willing to try new unconventional ideas that may not work.
Not every creative campaign will generate the desired results, requiring experimentation and a willingness to sometimes fail. But by taking these risks, companies have a chance to break through the clutter and truly stand out to potential customers.
In an age of content overload and digital distraction, creativity is the currency of advertising. Consumers are fed up with run-of-the-mill campaigns that all blend together.
Innovative ideas that surprise, delight and make people talk remain the most effective at grabbing attention. As Zimbabwe moves toward its Vision 2030 goals, companies like ZIMNAT show that insurance providers must embrace creative risk taking in advertising to stay relevant, connect with customers and ultimately grow their businesses.
Traditional strategies alone will likely no longer suffice. Successful companies understand that fostering a culture of creativity and innovation ultimately drives greater rewards — if they are willing to place the necessary bets.
Creativity remains the lifeblood of effective advertising. ZIMNAT has proved that unconventional, attention-grabbing campaigns can pay major dividends for insurance companies — from raising brand awareness to winning industry awards.
It takes a willingness to take risks and possibly fail, but companies that foster creative thinking give themselves the best chance to truly stand out in today’s noisy world.
Creativity and risk taking, like ZIMNAT has demonstrated, will continue to separate the winners from the rest of the pack in Zimbabwean advertising for years to come.
Leslie Mupeti
Leslie Mupeti is a brand strategist and creative Innovator. He is the founder of Daily Brand and can be reached for feedback on www.dailybrand.co.zw or email on: [email protected] or +263 785 324 230. His Twitter and Facebook is @lesmupeti
