When Virgin Money Insurance launched in South Africa, agency partner Net#work BBDO sought out a team of experienced financial copywriters to ensure (hah, not insure) i’s were dotted and t’s were crossed for the brand’s product and marketing collateral. Tight policies enforced by the Consumer Protection Act and the Financial Services Board make for rules aplenty when copywriting for financial services brands, while the short-term insurance industry in South Africa is competitive.
Net#work BBDO’s concept for a through-the-line campaign was based on the insight that everyone hates insurance companies. The challenge was aligning the tone and content of the Virgin Money Insurance website copy with the ethos of the Virgin global brand while using consumer-friendly language and tying back to the humorous TV, radio and social media campaigns.
Working off the wireframe and keywords supplied, Content Candy’s financial copywriters reworked the front and back-end copy for the website, simplifying the language, making the tone friendlier and more relatable. We created a series of SEO-optimised guides and articles, unpacking often misunderstood concepts like third-party insurance, as well as delving into short-term insurance topics, some of which are unique to South Africa such as:
- Can my funeral plan cover my extended family?
- What to do when a family member dies suddenly
- Accidents across the border
In addition, Content Candy reworked the communications and documentation, including the policy wording, across the full member journey. The result: a seamless customer experience that lives up to Virgin Money Insurance’s brand promise.