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There are some things you should never do Naked

Fully digital insurance platform, Naked, has taken the wraps off its latest radio, outdoor and digital campaign, titled “Never when you’re Naked”. Rolling out in phases, the campaign kicked off with some cryptic billboard teasers around Joburg, which didn’t include any Naked branding, and is now entering its second phase.

‘With this campaign, we’re highlighting how Naked strips away so many of the things people don’t like about traditional insurance — the paperwork, the long discussions with call centre agents, the complex terms and conditions and the opaque pricing,’ says Shane Durrant, creative director at Naked.

‘But there’s even more to it. I love that Naked is becoming known for being insurance that actually works because of the transparent relationship we have with our customers. We don’t just want customers to get Naked—in other words, buy Naked. We want them to truly be Naked, by becoming part of how we’re changing insurance for the better,’ he added.

The first phase of the campaign offers “wise” advice about things you should never do Naked. The tongue-in-cheek campaign creative highlights reasons that customers love the digital insurance brand. Examples include:

You might have already started to notice the next phase of the campaign (that elaborates on the benefits of fully digital insurance and include the Naked logo), which focuses on outdoor and airport billboards, radio ads and naturally digital ads, mostly on Google Display & YouTube. Phase three will roll out over the festive season, when people are expected to be on the move and on holiday.

Naked offers honest, no-frills insurance that peels away many of the typical gripes consumers associate with the industry. Customers can get a quote online and buy a policy within a matter of seconds. It’s easy to claim, change a policy or cancel from the app without any phone calls. In the background, Naked uses automated AI to manage policies, which costs less and translates into lower premiums for customers.

Says Ernest North, co-founder at Naked: ‘This campaign is a fun way to celebrate our success in creating a new generation of insurance. When we launched almost 5 years ago, insurance was behind the digital curve, giving us the opportunity to become the go-to insurance for anybody that already does almost everything else in their lives in a smart, digital way. As Naked keeps growing, it’s great to see a community of users that enjoy the technology driven transparency, and to see them promote Naked to their friends using the mantra of “Never when you’re Naked”.’

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