TONY’S LAST WORD
MAKING A POINT INCREASINGLY IN THE modern world, consumers expect the brands they support to be good citizens. Their products mustn’t be manufactured by exploiting Third World child labour. They mustn’t destroy the environment or, even better, they must make a positive contribution to rebuilding it, or restoring endangered wildlife. They must be good citizens.
Successful brands are less likely than they were in the past to use advertising. Today, consumers like to see their brands playing a useful role in society, perhaps by sponsoring a sport or some other generally approved activity. Brands are expected to do well by doing good. What they do becomes their advertisement.
One of the simplest, yet most effective, ways that’s been achieved is the OUTsurance pointsmen. Dozens of them are on duty at peak traffic hours, helping to keep the traffic flowing in and around Johannesburg, each a moving billboard for the insurance company. .
The great thing about this initiative is that the pointsmen fulfil a real need and it’s a service entirely relevant to the brand. OUTsurance doesn’t need to advertise or brag about the service. All they have to do it wait while their brand name becomes imprinted on passing motorists, who can’t fail to notice the pointsmen. While doing good for motorists OUTsurance is also creating jobs.
It’s difficult not to pass them without a feeling of goodwill towards the company. It has to be one of the best marketing ideas of the past five years.