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Santam Insurance: Back at Ya - Case Study


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In February 2012, Santam Insurance launched the second of its ads featuring Sir Ben Kingsley. 3 months later, Nando's Fast Food chicken produced a parody of the ad which immediately became a massive viral hit. Parody ads are typical of Nando's style communication, but apart from legal action, no brand has ever responded by spoofing their spoof. This response by Santam was created by King James within days of the Nandos ad and became the most viewed SA video on YouTube in the 2 days after going viral. It also topped the most mentions on Twitter on day of launch, and trended after the 1st hour - it remained there till Nandos officially delivered on the challenge. In total, over 1,000,000 people have been reached on Twitter. On day 2, Santam did a page takeover on News24 - there were 940,696 impressions and 11,440 clicks. This generated a CTR (Click-Through-Rate) of 1.2% - the CTR benchmark in SA is 0.25%.
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