A great scholar once wrote “A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is”- Scott Cook. It’s undeniable that Zimbabwe has more vehicles on the road that are not insured and that the value of motor insurance is no longer being perceived as top priority, but rather as an afterthought. So how do you convince a nation of the benefits that come with being insured?
Moovah came onto the market as a mover and shaker, with a value proposition that promised to solve ordinary car owner problems. This happened at a time where insurance was being dominated and ruled by giant corporations that house life insurance or quite popularly health insurance. No doubt, Moovah challenged the status quo but there was still great need to move people over and get them to understand the value proposition.
This is where our agency task began. To cut the long story short, we have coined some of the most interesting concepts and campaigns. An example includes the Free Zinara Promotion. After hours of hard work and creativity from the team, the development of the FREE Zinara promotion, convinced individuals across the country, to renew their motor vehicle insurance. How? Because consumers received 100% off their Zinara licence payments when they renewed with Moovah.
Hype and excitement was evoked across social media. #MoveWithMoovah, #YourCoverOnTheGo and #HandeiNeMoovah were popular hashtags seen across digital platforms. This allowed our audience to see how insuring with Moovah is convenient and beneficial to them. Individuals felt that they could move with the brand. Why? Because they could renew their insurance or license discs from the comfort of their homes, offices or simply anywhere.
What started off as the new kid on the block in 2018, has turned out to be the Next Big Thing in the insurance sector in Zimbabwe. Stay tuned to see how the story will continue to unfold.