Part 1: Start With What They Know (The Distraction Dilemma)
Let’s be honest , insurance isn’t interesting to sell. It’s not something people wake up excited to buy. In fact, recent stats show that only 25% of vehicles are insured, leaving a big 75% in the wind. Not because they don’t care, but because no one’s ever really sold it to them in a way that feels real or relatable.
At Purple Stardust, that’s the kind of challenge we live for.
So when Leadway Group wanted to change the narrative and drive both engagement and education, we knew it had to be more than just a campaign. It had to be a relatable story.
Here’s how we made insurance go viral, in three parts.
Most accidents happen when you least expect, especially when you’re distracted.
We took that insight and flipped it into a relatable skit. Set 1 of the campaign, The Distraction Dilemma, shows a typical Lagos guy caught up in his own hype, unaware of the risks around him. Until, he was hit by surprise
Key move: We didn’t mention “insurance” for most of the video. The goal? Make people feel seen, then hit with the message right when attention peaks.
Part 2: The Business Owner who didn’t insure his inventories
Set 2 followed a chaotic but hilarious series of fun and excitement, showing a business man in a club, waiting for his delivery to land only to be hit by a surprise.
Key move: We amplified humour and chaos to draw viewers in, while subtly inserting trust signals like fast claims and responsive service.
Part 3: The Chief’s new Property
We closed out with the No Looseguard video campaign using another hilarious story of a chief who bought a new property and didn’t sign some documents.
What Made It Work
Here’s what we believe turned this campaign from content into conversation:
- We made it about the people, not the product
- Every skit was rooted in real, everyday situations
- We used humour to educate without preaching
- We let the brand values shine subtly, never forcing the message
Most importantly, we treated insurance like any other product fighting for attention. Because in today’s world, even important things need a little entertainment value to stick.
For Brands Watching This Space…
If your product isn’t instantly exciting, that’s fine. It just means your creative approach needs to work harder , and smarter.
At Purple Stardust, we do more than make things look good. We make campaigns that build relevance, trigger emotion, and drive real business results.
Want to turn your “hard-to-sell” product into something unforgettable?
.
