the Leadway Assurance project

the client

LEADWAY ASSURANCE COMPANY LIMITED (‘LEADWAY’) is one of Nigeria’s foremost insurance service companies, with a reputation for service efficiency and customer reliability.

For over 45 years, LEADWAY has honored its underwriting commitments and has earned its reputation of excellence in claims handling. The evolution of LEADWAY since 1970 has mirrored the dramatic expansion of indigenous insurance service providers, with LEADWAY remaining in the forefront as an insurer of repute.

the brief

Develop a marketing communication campaign that offers customized insurance solutions to low income earners but yet gives them maximum value for their investment. The campaign should factor in the rare combination of good return on investment and pocket friendliness as a USP. It should be appealing and relatable.

the solution

We developed a campaign that first sensitized the target audience on the risks associated with their jobs, thereby establishing the imperative of having some kind of tailor-made insurance products. Then, we came up with strategies to best reach them and developed creatives that starred everyday people going about their daily means of livelihood, and we found a way to draw attention to the risks involved and providing solutions in the context of products.