Frank.net has received brand recognition by differentiating itself in the life insurance market with a non-traditional, straight talking ‘you die we pay’ approach.

Creative director at FoxP2, Justin Gomes says, “Frank.net tells it like it is and is changing the way people think about life insurance. Therefore we create campaigns and use tactical opportunities that ensure talkability.”

Gomes adds, “We have tapped into the rugby frenzy by producing ads like: ‘If your blood really is green, we pay’ for serious illness cover, ‘If you choke like the All Blacks, we pay’ for life cover and ‘If your job is going the same way as the Div’s, we pay’ for salary protection.”

“The latest installment reads, ‘Mr. Lawrence - after Sunday’s match you may want to call 0860 111 735 for life cover,’” he adds. “It is a simple and straight-forward message but any South African who watched the game on Sunday will appreciate the humour.”