DialDirect Notebook For Precious Time
South African insurance company DialDirect is promoting its new customer focus with “The Notebook”, a commercial designed to tug at the heart strings. A young boy discovers that his mother is so caught up with work that she doesn’t have time to even look at her invitation to attend his school play. He sets out to help around the home, recording his efforts in a note book for her inspiration. “We know how precious every minute is, that’s why we won’t waste any of yours. Dialdirect, insurance made easy.”
Carl Louw, Chief Marketing Officer for Dialdirect explains the thinking behind the campaign. “We’ve always strived to make our customer’s lives simpler. We’ve now redefined this purpose so that we can offer our customers an even faster, more effective and more reliable insurance offering. We’ve also revamped our logo. Our new logo is symbolic of our new philosophy, as expressed in the slogan: ‘insurance made easy’.”
Pepe Marais, Chief Creative Officer at Joe Public, talks about the agency’s work. “As an agency, we are in the business of growing our clients’ business. We feel that the concept we have created is both an emotional and touching story that everyone can relate to in the fast-paced world we live in, where time has become a precious commodity. We worked with exceptional partners to craft and create a story which positions Dialdirect as a courageous, customer conscious brand,” says Pepe Marais, Chief Creative Officer at Joe Public.
In terms of the Dialdirect product evolution, consumers will now have the ability to buy insurance online, anytime. There are three purchasing options to choose from – Easy Buy, Easy Build and Easy Bundle. Consumers are able to select an insurance premium that fits their needs and budget. Consumers will also be able to view all of their policy details on the user friendly dashboard, log claims, chat online to a consultant, view service providers and request documentation.
Noah Peens, star of the Notebook commercial, answers questions in a YouTube video launched by DialDirect.
The DialDirect Notebook campaign was developed at Joe Public, Johannesburg, by chief creative officer Pepe Marais, executive creative director Leon Jacobs, copywriter Annette de Klerk, group head and art director Martin Schlumpf, freelance art director Marion Bryan, account director Natalie Hogan, account manager Samantha Tame, agency producer Ananda Swanepoel and strategic director Laurent Marty.
Sound was produced at Produce Sound by Louis Enslin.