This South African Insurtech didn't just disrupt the category – they rewrote the rules. With bold, tongue-in-cheek copy and a highly targeted, location-based OOH strategy, Pineapple Insurance turned heads and moved the needle.
Partnering with creative agency Halo, they built an always-on, multi-format Out-of-Home campaign that was hard to ignore and impossible to forget. It was cheeky, clever, and most importantly, it delivered.
The results? A Grand Effie Award – the highest honour in effectiveness marketing. Notwithstanding additional funding and an ever-increasing client base.
While many insurers have been shifting toward digital-first strategies, Pineapple Insurance and its creative agency, Halo, have excelled by utilising a single medium, out-of-home (OOH) incorporating several formats including an extensive network of custom painted suburban street furniture sites covering major suburbs across Johannesburg, DOOH, SuperSigns and Citilites, to expand its user base and reinforce the brand's ubiquity. They applied best-in-class creative practices in outdoor advertising, which stood out in the industry by breaking convention and showcasing their challenger mindset.
Here's why it worked: it was data-driven to ensure saturation and reach their core target market, factoring multiple location-based data points, such as proximity to car dealerships, high-traffic commuter nodes, and contextual, creative matching that appeals to different demographics within their consumer segments.
As Pineapple Insurance continues to scale, its ongoing campaign highlights the power of Out-of-Home advertising to deliver results, particularly when data-driven insights, location intelligence, and creative execution are purposefully employed.
Their campaign shows that with the right strategy, bold storytelling, and a clear understanding of the audience, even short-term insurance can become headline news.
It's not just about being seen, it's about being remembered. Pineapple nailed both!
