Building on the success of the initial "Lose Wait" campaign, Naked Insurance needed a follow-up that would capture national attention and elevate its brand positioning ahead of world champion MMA fighter Dricus Du Plessis’s upcoming fight. The challenge was to creatively integrate Naked Insurance’s unique selling proposition—instant, online access to insurance—while tying it to Du Plessis’s athleticism and the excitement of the upcoming bout with Israel Adesanya.

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Naked Insurance had already established its brand as a leader in hassle-free, no-wait, fully online insurance solutions. The challenge was to build on that while incorporating the national pride and passion surrounding Du Plessis’s upcoming fight. The key insight? South Africans are passionate about supporting their athletes, especially a world champion like Du Plessis. The cleaver play of him ‘losing wait’ in contrast to his athleticism is where the magic happened.

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To align with both Naked’s brand and the anticipation surrounding the fight, we created a follow-up ad that cleverly played on Du Plessis’s athletic prowess and the “Lose Wait” concept.

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The campaign captured the nation’s imagination, combining the high stakes of a world championship fight with the fast, easy appeal of Naked Insurance. With the promise of a quick payout for a fast quote and a potentially lightning-fast knockout by Du Plessis, the campaign quickly gained traction.

Social media buzz around the campaign was enormous, with thousands of South Africans getting behind Du Plessis and participating in the insurance quote challenge.

The innovative combination of sports excitement and Naked’s core offering created an unforgettable campaign that captured the attention of the nation and left a lasting impression on both existing and potential customers.

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