BrightRock, a provider of life insurance products, entered the South African market in 2011. This market is extremely well-catered for, with numerous established competitors – some with a track-record of over 100 years.

During a radio advertising campaign on a local regional station in 2014, a listener called in to complain about a BrightRock advert, which he felt was discriminatory.

Working with Hill+Knowlton Strategies, BrightRock saw an opportunity to turn this potentially negative situation into a positive and a chance to get its core philosophy across to its target market – the consumer.

In line with its overall product design, which allows financial advisers and their clients to work together to create a product that precisely matches each client’s life insurance needs, BrightRock used this event to allow consumers to co-create a new advert that resonated with them. The combination of radio and social media used in the response created excellent talk-ability and generated increased exposure for the brand on- and off-line.

H+K Strategies received a Gold Prism* award for its work on this campaign and an Honourable Mention in the ‘Crisis’ category of the PR Daily Media Relations Awards.