Pineapple sees more than 1 500% increase in website traffic with new billboard campaign – Media Update

It’s received attention, admiration, some hate and lots of debate on social media platforms LinkedIn and Twitter. But the results already prove the campaign has been a large success.

Pineapple’s billboard campaign was launched on Thursday, 1 September around Johannesburg, Pretoria and Cape Town. 

It is built differently from other insurance brands, according to Pineapple, as it was built digitally from the ground up.

The brand says that it’s built the way insurance was always meant to be: a pot of money for a community that uses the pot to pay out if anything goes wrong.

The brand adds that if cash is left over, it doesn’t go to the executive’s pockets or shareholders; it is shared back with the community — provided that customers honour their end of the contract as then the business has no incentive not to pay claims. 

Pineapple says that it gives customers everything they need and nothing they don’t with regards to insurance — no gimmicks, no trickery and just fairness. 

There are precisely 90 billboards around Gauteng and the Western Cape, and each one is unique, adds the brand. The goal was to reward the consumer every time they noticed a new site and never repeat the same line twice in the same area.

The insurance says that the creative work is full of self-awareness, leading with “What’s left to say about insurance?… [nothing]” and often apologising to the audience for exposing them to yet another insurance ad.

“Even though it is self-deprecating at times, it’s honest and it’s pure and innocent — much like the culture, the team and the brand they are so proud to sell,” adds the insurance.

Nichole, chief marketing officer at Pineapple, adds, “When crafting our OOH billboard campaign, we could have never anticipated the stir it would generate online. Words cannot describe how grateful we are that people are speaking about Pineapple — posting pictures of our billboards on their accounts, creating intimate conversations with their audiences.”

“As a brand, when your traditional media gets taken into the digital space by your audience, you must be doing something right,” says Nichole.

Pineapple has seen more than a 1 500% increase in website traffic since the billboard campaign launched and a 100% increase in user-generated content.

Marnus, chief executive officer at Pineapple, adds, “The campaign’s focus was to generate awareness and curiosity around the Pineapple brand. We wanted our brand to get noticed.”

“We believe that people perceive brands in the same way they perceive people; it was important for us to show our personality first before we focus on our many USPs,” says Marnus.

Marnus concludes, “Insurance is a highly competitive space and I am incredibly proud of this distinct and disruptive work the team has created for our brand. I look forward to building on what we have achieved.”

For more information, visit www.pineapple.co.za.

Pineapple billboard campaign Pineapple billboard campaign Pineapples Insurance company Pineapple billboards Funny billboards OOH Out of Home advertising Advertising OOH Campaigns

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