To educate affluent consumers that an insurance broker (colloquially referred to as a Middleman) will give them the best advice and will guide them to choose products that are suited to their individual needs.

We created a fun, outspoken character, Thandi, who was used to living the “good life”. We put her in challenging but relatable, real-life situations that showed everyday insurance problems. Thandi always saw the bright side in any of the situations because she knew she could rely on Indwe, her Middleman. We created a hashtag #bringbackthemiddleman for Thandi to start her own crusade and show that the only way to get quality, hassle-free insurance advice is with a reliable Middleman.

Thandi’s story was told far and wide in a campaign across outdoor, radio, digital, social media, direct marketing and PR.