hippo.co.za gave consumers an opportunity to use that extra time to their benefit.

The activation won the comparison site Gold in the Alternative Media Category at the Assegai Awards. The activation included bathroom decals, chair branding and branded pods where consumers could obtain a quote using an interactive touch screen device.

“The airport offered us an opportunity to target a captive audience, where we were able to provide real time added value to travellers during what would otherwise be dead time,” says Carl Louw, executive head of Marketing for hippo.co.za. “The message we wanted to convey was that by using their time wisely, the savvy consumer could potentially save themselves money.”

The kiosks were manned by brand ambassadors who interacted with consumers, creating a connection with the brand. Consumers took a seat in the fully customised Hippo branded pod and made use of touch screen technology to obtain an instantaneous, on-site insurance quote.

“The touch screens were successful because they allowed consumers to take control of and direct their own experience,” says Louw.

Overall, the activation was a success because it created a unique, fully branded and highly interactive experience that integrated technology in a way that was seamless and relevant.

Louw concludes, “Our aim is make the compare or aggregator category interesting. This can only be achieved by educating the consumer in a way that feels non-intrusive, entertaining, creative and strategic.”