The idea behind the relaunch is that when having to make a decision about a variety of products, the actual Hippo character will be front of mind. Reminding users to ‘Before you commit, Hippo it!’. Photo: Supplied.

CAPE TOWN – Comparison website Hippo.co.za, announced that it will be rebranding and will be adding new products. 

The change will consist of:

  • new website functionality, 
  • new service providers and
  •  a range of new products that will broaden the comparison site’s scope in the market.

Vera Nagtegaal, the Executive Head of Hippo.co.za. said: "Throughout our 11-year history, we have continued to educate and assist South Africans through our comparative website in order for them to better understand the various products on the market. In doing so, this has helped them to not only save money but also to choose products that best suit their lifestyles and needs.”  

“We’re proud of what we’ve achieved to date, but in the fast-moving digital space, you have to think five steps ahead. With this in mind, we’ve turned our attention to new and exciting offerings that will give the public the kind of cost-saving service excellence they have come to expect, but now delivers so much more, " said Nagtegaal. 

According to Nagtegaal, the company is specifically broadening its focus from short-term insurance to now also include medical aid comparisons, travel-related products and services, and other financial services products like personal loans and life insurance.

“Hippo.co.za is part of an international group of comparison sites, such as Comparethemarket.com in the UK and Australia, as well as Lesfurets.com in France. We’ve made it our mission to take learnings from their experience to strengthen our business,” she explains.

“The ‘Fourth Industrial Revolution’ signifies the shift towards an increasingly digital form of operating. As a business, it is essential that not only our technology is at the forefront in this new digital age, but also what we offer consumers in order to meet their needs in this changing world.”

The brand refresh was carried out by above-the-line agency FoxP2, and the digital campaign was executed by Human. Kind.

According to Grant Jacobsen, Creative Partner at FoxP2, the rationale behind Hippo.co.za’s rebrand was simply based on insight.

"FoxP2 deliberately focused on building and creating memory structures for the brand. Whatever consumers search for, they will remember to ‘Hippo it’," said Jacobsen. 

Deon Kruger, Managing Director of Human. Kind believes that the key message is that Hippo.co.za will simplify the decision-making process. 

“This is done by providing unbiased comparisons, so the public can make the decision based on value instead of just price.”

Kruger explains that the idea behind the relaunch is that when having to make a decision about a variety of products, the actual Hippo character will be front of mind. Reminding users to ‘Before you commit, Hippo it!’.

BUSINESS REPORT ONLINE