Online comparison website, Hippo.co.za, has gotten a makeover AND new website functionality, new service providers and a range of new products that will broaden the comparison site’s scope in the market. The brand refresh has been carried out by ad agency, FoxP2, and the digital campaign by Human.kind.
Vera Nagtegaal, Hippo.co.za executive head, says that the company is specifically broadening its focus from short-term insurance to now also include medical aid comparisons, travel-related products and services, and other financial services products such as personal loans and life insurance.
“Hippo.co.za is part of an international group of comparison sites, such as Comparethemarket.com in the UK and Australia, as well as Lesfurets.com in France. We’ve made it our mission to take learnings from their experience to strengthen our business,” she explains.
FoxP2 has focused on building and creating memory structures for the brand: whatever consumers search for, they will remember to ‘Hippo it’. Grant Jacobsen, FoxP2 creative partner, says that 90% of consumers recall the wrong brand from advertising seen. “So, it is about creating the right linkages for an everyday brand — people are reminded to recall Hippo.co.za as a trustworthy platform to simplify decisions.”
As part of the work developed by FoxP2, the popular Hippo character also received a makeover: a fresh updated look-and-feel that builds on its predecessor’s established profile. The brand refresh includes a national campaign rollout with billboard, print, radio and television ads. Online, the new-look Hippo will be represented in video, banners and social media.
According to Deon Kruger, Human.kind managing director, the key message is that Hippo.co.za will simplify the decision-making process: “The Hippo is back, but its whole personality has changed. It’s a lot more cheeky and quirky, and very helpful and informative. He’s out there to help you make more informed decisions.”
[This story first appeared on MarkLives.com]