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FEM - Zero is no Accident

Background:

The Federated Employers Mutual Assurance Company (RF) (Pty) Ltd (“FEM”) was established as a mutual insurer in 1936 and, on the introduction of the Workmen’s Compensation Act 1941, was granted a license to continue to transact workmen’s compensation insurance for the construction industry.

Objective:

  • FEM did not have a strong marketing orientation and had historically focused their efforts on operations.
  • Their marketing department was fairly new and the 86–year–old company had low brand awareness resulting in missed opportunities for potential sales.
  • The FEM brand was not resonating sufficiently with customers making a buying decision for Insurance against liabilities under COIDA.

We serviced the campaign with the following portfolio of works:

  • Campaign Strategy and Execution
  • Strategic Brand Execution and Collateral Evolution
  • Integrated Online Marketing including Website, Blogs, Videos, SMM, SEM, PPC, On Page and Off Page Website SEO, and Advertising.
  • Broadcast Media Communication (Radio, Podcasts)
  • Online and Print Advertorials and Adverts
  • Display Advertising

Social Media Posts

FEM - Zero is no Accident

Short Format Videos

The Results

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Impressions
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Impressions
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Impressions
0 M
Impressions
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Views

Gender

  • Males 48%
  • Females 52%

Age Groups