After a string of clever OOH (out-of-home) campaigns in and around the Johannesburg region, Pineapple hoped to see similar success in Cape Town.
However, the Mother City is notorious for its small and strict billboard scene, meaning we had to get creative.
So, we turned to a few service providers that deal with e-hailing providers to liaise on our behalf and help us execute our most ambitious and unconventional promotion yet. This resulted in some unexpected social media recognition and engagement.
What is Out-of-Home (OOH) Advertising?
Out-of-home or outdoor advertising refers to advertising seen while on the go. OOH advertising typically falls into four main categories: billboards, street pole ads, street signage, street furniture, transit, and alternative (think posters and wallscapes).
This type of marketing aims to deliver highly impactful visual media in spaces with a heavy influx of people and foot (and car) traffic.
Compared to traditional media channels like print, broadcast (radio, podcasts and television), and digital advertising via websites and social media platforms, OOH produces the highest level of consumer recognition.
So, hopefully, this is starting to paint a picture of why Pineapple is bananas about billboards.
Pineapple’s Previous Billboard Campaign and Current Capetonian Challenges
Our first billboard campaign, launched on September 1st, 2023, increased website traffic by 1500% and user-generated content by 100%.
So, we set our sights on a more ambitious target: Cape Town.
But our plan for billboard domination fell through faster than you can say fresh. Cape Town is a notoriously challenging space for advertisers.
“Cape Town has a ‘no approval’ policy. Where some other metros are lenient with media owners who erect billboards, the Mother City’s application is [a] process,” said Group Sales Director at Relativ Media, Andrew Cooper.
He further added, “The council is very strict about approvals and takes a very long time to approve [a billboard] site.”
Given the limited number of advertising spots, it should be no surprise that competition for the few existing sites is cutthroat. And expensive.
“I would go so far [as] to say that the cost of billboards in Cape Town will fetch 3 to 4 times more than those of the same size in Gauteng,” shared Andrew.
Given the limited number of billboards available and their high costs, branding “moving billboards” made sense. What did that look like? Custom wrapping e-hailing vehicles as an innovative marketing solution to effectively promote Pineapple’s brand on the go, literally.
Using Wrapped Vehicles to Work Around the Mother City’s Limited Ad Infrastructure
The option of wrapping e-hailing cars with Pineapple’s custom branding was born out of necessity, but the best, most creative ideas often are.
A wrapped vehicle is a digitally printed billboard printed on vinyl film to cover the car. One can either have a full wrap, which covers the entire vehicle, including the windows, or a partial wrap.
Plus, it doesn’t get more meta than a car insurance advert on an actual car. Brilliant. Or at least, we thought so. Am I right? *slaps knee*
The Pineapple branded car rollout kicked off over Easter weekend 2024, and by the 1st of August, all 50 of our branded cars were “flooding” Cape Town’s streets to the delight of locals and international visitors alike.
The desired outcome of this unconventional type of advertising is that the average person on the road will start to recognise your brand. That, and an increase in sales leads.
Plus, a lucky few had the pleasure of not only seeing the cars but getting to ride in one.
We gave the campaign more legs by running a competition on X (formerly Twitter) and Instagram.
To enter, Capetonians who spotted any of our cars had to do the following:
- Take a picture of any of our Ubers
- Post the pic onto your story
- Tag us @pineapple_sa
Competition hopefuls stood a chance to walk away with a R1000 TakeAlot voucher!
The public’s reaction was no joke.
Netizens even watermarked their images with their names and social handles to prevent others from using them to enter the competition and steal their prizes. Talk about getting hot and bothered over a slice of Pineapple and the competition, of course.
The lines we went with on each vehicle were unique to the Capetonian experience.
Here are just a few examples:
- There are no billboards in Cape Town, so here we are.
- Watching this ad drive by? 100% the insurance for you.
- 50% seafood, 50% wine, 100% organic? 100% the insurance for you
- This is a sign. Get insured with Pineapple.
- Property prices higher than the mountain? 100% the insurance for you.
- More coffee shops than rainy days? 100% the insurance for you.
- Believe the mountain is your personal gym? 100% the insurance for you.
- Tell everyone about how cold plunges changed your life? 100% the insurance for you.
- Kloof street enjoyer? 100% the insurance for you.
- If you like this ad, hoot!
Pineapple is very well known for speaking to very targeted audiences in our own unique way to build rapport and connect beyond a brand-and-consumer basis. Even if we do say so ourselves.
Does Pineapple Offer Commercial or E-hailing Service Insurance?
In our comment section, we often get asked if we insure Ubers, Bolts, inDrive or other similar service vehicles. After the success of our branded vehicles, the frequency of this question has only increased.
Unfortunately, Pineapple does not insure vehicles classified as ‘commercial use’. We also don't insure cars used for ‘business use’, but that's a story for another day.
Here’s a list of what is meant by commercial use:
- Hiring out for reward (or payment), transporting passengers or carrying goods for reward
- Teaching someone how to drive for a reward (driving school vehicles)
- Any kind of racing, speeding, or any other contests, trails, rallies or 4x4 courses, test circuits,
- Gymkhanas (time and/or speed events)
- Use of a vehicle for running a construction, plumbing, electrical installation, garden service, or other maintenance business
- Use of a vehicle for business purposes in and outside of South Africa
Simply put, if you use your vehicle mainly or 100% for work, we’re talking to you.
Pineapple does not insure cars used for commercial gain, as they pose unique risks outside our policies’ scope. The nature of e-hailing services is that drivers make money by spending more time on the road than the average motorist.
E-hailing drivers typically travel longer distances, work unfavourable hours (peak or night hours), encounter heavy traffic, and transport numerous clients daily, increasing risk.
So, we encourage drivers providing e-hailing services to seek out a policy tailored to their unique needs.
For the average motorist, look no further than Pineapple for all your comprehensive car insurance needs. If you only use your car for personal use, we're 100% the insurance for you.
Coverage starts at a low monthly fee of R570, and thanks to Pineapple’s Drive Less Get Blessed benefit, you can save even more. For every month you spend driving 300 km or lower, we’ll give you up to 30% of your premiums back as a reward for being so frugal with your mileage.
Click here for your very own obligation-free, stress free and hassle-free insurance quote.
Conclusion
The Pineapple branded car project was still ongoing at the time of this writing, so forgive us for not providing you with concrete results and data galore.
Then again, can anyone truly measure something as intangible as brand awareness?
The fact remains that Pineapple has delighted the masses time and again with our off-the-wall advertising.
Let’s not kid ourselves. Insurance isn’t really known for being fun, innovative, or exciting. And that’s something we at Pineapple aim to challenge and change, one billboard at a time.
While our unconventional approach to comprehensive insurance may attract people's interest, our excellent, affordable policies will get them insured!
Please Note: The information provided above is for informational purposes only; you should not construe any such information as legal or financial advice.
Pineapple (FSP 48650) is underwritten by Old Mutual Alternative Risk Transfer Insure Limited, a licensed Non-Life Insurer and authorised FSP. T&Cs apply.
Mathapelo Mosia
Mathapelo, Pineapple's Junior Copywriter, has a diverse background, including roles like Leaflet Distributor, Bridal Stylist, and Junior Sales Activation Officer. Her love for literature was sparked in grade 5 by a teacher's challenge involving books and chocolate. Though the prize was never received, she developed a passion for reading and writing.
