Indwe campaigns to “Bring Back the Middleman”

Johannesburg – The Middleman is coming back! This is the standpoint of Indwe Risk Services, one of the country’s largest independent insurance brokers. Indwe’s campaign is designed to educate existing clients and the general public about the benefits of an insurance broker (colloquially and sometimes disparagingly referred to as a Middleman), while also focusing on a new target market.

One of the biggest objectives of the campaign is to change perceptions people have about using an insurance Middleman and to do this, they’re using Thandi. She’s fun, outspoken and relatable, and by sharing her everyday insurance problems – with the Indwe solutions – she’s showing that the only way to get quality, hassle-free insurance advice is with a reliable Middleman.

Thandi is Indwe’s vehicle to #bringbackthemiddleman. Her messages are on street pole ads in Johannesburg and Pretoria and she’s aired on Gauteng radio stations, but she’s most prevalent on social media channels, where Indwe’s target market spend their free time.

While still in the middle of their campaign, Indwe has already attained 497 000 impressions, with an 18.5% interaction rate, and their video series has been viewed 98 000 times.

So, why do you need a Middleman?

“At Indwe we always put the needs of our clients first, it’s even written into our company values,” says Peter Olyott, CEO of Indwe Risk Services. “With Indwe as your Middleman you know that you’re a priority, not simply a number, and you know that you can trust us to always give the best advice so you can make an informed decision.”

For Thandi, a Middleman isn’t a luxury but a necessity. She gets objective and independent advice that suits her lifestyle and needs, and she has peace of mind that she’s adequately covered. This is why Thandi is helping Indwe to #bringbackthemiddleman.