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Santam challenges consumers to be safe out there

Santam challenges consumers to be safe out there
02-09-12 / Staff Writer

Santam challenges consumers to be safe out there

It appears as if many people think and feel they are immortal; as if nothing bad can happen to them. Santam's latest TV campaign, which commenced on air on 1 September, highlights how thinking influences behaviour.

The television commercial is aimed at amplifying the current brand communication that uses the different days of the week to show people how to manage their risks, day by day. As with the previous Santam TV ads, including the series featuring Sir Ben Kingsley, the new commercial also has unexpected twist - all the lead actors were hypnotised.

While the actions of those hypnotised were not staged, they were filmed in a controlled environment to ensure the safety of all involved. To make the advertisements, world renowned hypnotist Keith Barry took to the streets of Johannesburg to illustrate that people are extra careful when they believe they are more vulnerable and at risk.

"Santam is holding the mirror up, showing people how we put ourselves at risk every day and how the smallest change in thinking can only make us safer," says Yegs Ramiah, Executive Head of Brand at Santam.

"Clients will continue to benefit from Santam's claims philosophy and capability, enabling us to pay out more money in claims than any other insurer. While our recently released interim results reflected difficult underwriting conditions during the six months ended 30 June 2013, we settled claims to the value of R6.6 billion in doing just that - meeting the needs of policyholders when they need us most. That is insurance good and proper," concludes Ramiah.

The campaign forms part of a broader campaign roll-out, consisting of press, radio, outdoor and digital.

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