STRATEGY
EFFECTIVENESS (2025)
100% Pure Results: How Pineapple Took On Insurance Giants - Pineapple
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| Title: | 100% Pure Results: How Pineapple Took On Insurance Giants |
|---|---|
| Brand: | Pineapple |
| Product: | Insurance |
| Agency Name or Internal: | Halo |
| Brand Representative/Marketing Director: | Nicole Schub |
| Agency: | Halo |
| CCO: | Dean Oelschig |
| ECD: | Coenie Grebe, Gareth O'Callaghan |
| Copywriter: | Dean Oelschig, Mischa Lensink, Geir Wilson, Nontshisekelo Shange |
| Creative Director: | Joanne Clarke, Kelly Brazier |
| Art Director: | Joanne Clarke, Kelly Brazier |
| Strategist: | Dean Oelschig |
| Executive Summary: | In 2022, what was left to say about insurance? Honestly? Nothing, really. It’s an old and established industry that’s become set in its ways. Challenger brand Pineapple launched in 2017 intending to disrupt this category with a brand founded on transparency – one that spoke with rather than at its audience. We needed to position Pineapple as a brand that spoke to people in their own language to establish an emotional connection and attract new policyholders on a much larger scale. Pineapple disrupted insurance with truthfulness and transparency that helped it stand out in a cluttered and competitive insurance category. Rooted in challenger brand theory, lighthouse identity was very clear about who Pineapple was and what it stood for. With advertising and creativity as high-level assets, we crafted a positioning strategy that formed the basis for stand-out campaigns over multiple years. This commitment to long-term brand-building has contributed to premium growth for three consecutive years (with a monthly peak of 640% year-on-year growth), demonstrating efficiency, while driving down average cost-per-acquisition to well below industry standard, proving efficiency. |
