Case Study · Pineapple Insurance
Life Hard. Insurance Not.
Campaign Overview
- Client
- Pineapple Insurance
- Format
- Multi-site billboard campaign
- Location
- Gqeberha — township corridors including Motherwell, New Brighton, KwaDwesi
- Language
- isiXhosa & township slang — culturally embedded copywriting
- Objective
- Expand Pineapple's footprint into key South African markets they had not previously prioritised
Pineapple came to us with a bold brief: reach the township commuter audience not with corporate messaging, but with language they actually use. We placed their campaign across multiple high-traffic billboards on the routes that matter — taxi ranks, arterial roads, community corridors.
#5
Gqeberha — Top 5 cities nationally
#4
Eastern Cape — province rank
92%
National cars insured growth
Outcomes reported by Pineapple Insurance. Not presented as independently proven direct causation by the OOH campaign.
“The opportunity wasn't simply finding affluent consumers. It was finding affluent consumers in places traditionally classified as mass-market.”