29/01/2024
I recently saw this billboard in Harare for Export Credit Guarantee Corporation of Zimbabwe Private Limited (ECGC), a wholly-owned subsidiary of the Reserve Bank of Zimbabwe. From what I found out, they provide short-term insurance to local businesses that export their products globally.
While the visual composition is relatively straightforward, the striking visual of this poor gentleman crying is what drew my attention—it’s not your usual, run-of-the-mill insurance image. Combined with the bold headline below that reads, “It doesn’t have to end in tears!”, the image is compelling because it’s disruptive. My mind immediately asked, “Why is this man crying?” and I wanted to find out more!
My question is partially answered by the line below, where ECGC tells us they have perfect cover for your business. The mind then has to connect the dots and develop a logical story to explain the tears: this businessman didn’t insure his product shipment and must have lost thousands, if not hundreds of thousands of dollars due to his negligence.
This billboard involves your mind, and the very act of thinking and trying to figure out the story rewards the mentally, making the advert memorable and impactful. That’s what good advertising does.
Kudos to the marketing and advertising team for this unusual, creative, simple ex*****on.
