Naked Insurance’s “Lose Wait” Campaign: Redefining Customer Experience with Humor and Innovation

Naked Insurance, a rising star in the South African insurance industry, has launched a bold and cheeky campaign that’s capturing the attention of consumers everywhere. Conceptualized by Naked’s in-house advertising team and creative studio, the “Lose Wait” campaign offers a fresh and humorous take on the often tedious insurance experience. This campaign spans digital media, radio, and outdoor platforms, inviting customers to “lose wait” by switching to Naked’s app for faster, more efficient insurance solutions.

A Modern Insurance Journey

Co-founder of Naked Insurance, Ernest North, shared insights into the campaign’s unique angle:

“We conceptualized ‘Lose Wait’ as a tongue-in-cheek way to showcase what a modern insurance customer experience should look like. We’re inviting consumers to embark on a ‘wait loss’ journey by getting Naked.”

The campaign focuses on how insurance customers can save time with Naked’s app, which streamlines the entire process—from getting a quote to buying coverage, making claims, and managing policies—all in one place. This plays on the frustration many consumers feel when dealing with slow and outdated insurance systems.

A Strong Start with Influencers and Celebrities

To kick off the campaign, Rugby World Cup winner and Springbok player, Ox Nché, shared his “wait loss” journey in a prominent Sunday Times feature on May 19. This placement, coupled with an ad in the lifestyle section, has already generated substantial buzz. Nché’s “story” went viral on social media, with supporting videos reaching over 86,000 views in the first three days. The campaign's success has been reflected in the organic search data, where searches for “Naked Insurance” jumped by 23% after Nché’s video and ad release.

Influencers Amplify the Message

The campaign further taps into the power of influencers to amplify its message. Glen Biderman-Pam, a well-known comedian and actor, Cassidy Nicholson, an actress and content creator, and Gugu Dhlamini, an actress and singer, have all shared their own “wait loss” journeys via social media posts and videos. These influencers are key in helping Naked reach a broader audience and resonate with everyday consumers frustrated by slow, outdated systems in the insurance industry.

Cutting Through the Clutter

What makes Naked’s “Lose Wait” campaign stand out in a crowded advertising landscape is its clever use of humor and relatability. North credits the campaign’s creative success to the in-house team:

“I’m really proud of Naked’s in-house creative agency, having once again come up with a clever campaign that cuts through a cluttered insurance ad landscape with a relatable theme and message. We believe it will resonate with anyone who feels frustrated with companies and industries that aren’t keeping up with their digital lifestyles.”

In an industry that often leans on traditional messaging, Naked is flipping the script, making insurance more accessible and engaging for today’s digital-first consumers.

The Impact of the Campaign

The “Lose Wait” campaign highlights Naked Insurance’s focus on providing a seamless, digital experience for its users. The early success of the campaign, with increased brand searches and social media engagement, points to its effectiveness. By combining humor, celebrity endorsements, and a relevant message, Naked is proving that traditional industries like insurance can evolve and appeal to a modern audience.

As more consumers look for efficiency and simplicity in their insurance, Naked’s campaign demonstrates how outdoor and digital advertising can work hand-in-hand to create a lasting impact.

This campaign reflects how creativity, humor, and a deep understanding of consumer frustrations can lead to a successful marketing strategy, setting the stage for more engaging, innovative OOH campaigns in the future.

Taken from: Modern Marketing