STRATEGY
EFFECTIVENESS (2025)
100% The Results For You: How Long-Term Brand-Building Is Paying Off For Pineapple - Pineapple
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Merit Certificate
| Title: | 100% The Results For You: How Long-Term Brand-Building Is Paying Off For Pineapple |
|---|---|
| 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: | By the end of 2023, Pineapple had disrupted the insurance category in a way that was very difficult to ignore. Using challenger brand theory and a unique self-deprecating humour, we had built a stand-out brand in a low-interest category. The brand’s positioning, which was built on fairness, honesty, transparency and authenticity, had been established in the market, and people were familiar with and fans of our “self-deprecating meme culture” communication style. The “100% Insurance. 0% Other Stuff” campaign had disrupted insurance by being truthful in a way that established players hadn’t been – and couldn’t be. Guided by challenger brand thinking, we had created a lighthouse identity that was clear about who Pineapple was and what it stood for. That identity clearly resonated, and the business saw an incredible 178% growth in premiums in 2023. It wasn’t time to pat ourselves on the back just yet. As we developed new campaigns, the strength of the positioning, strategy and creative platform that contributed to Pineapple’s phenomenal growth would be put to the test. Pineapple was flying high. Now, the job was not to nosedive. Legendary strategist Paul Feldwick has likened brand-building to a plane’s engines: necessary to get up, but just as necessary to stay up. And we passed with flying colours. It turned out that while we’d been building a brand, we’d inadvertently created a cult following, too. Our communication was so effective that people recognised it as Pineapple’s even when there was no message nor logo to guide them. In business terms, it created even more growth off an astonishingly high base, increasing premiums for Pineapple by 89%. |
