Leadway Assurance continues to win more hearts with its “No Looseguard” campaign. No Looseguard, from Nigerian streets, means “don’t slack,” “stay sharp,” “don’t dull.”
It’s everyday wisdom, the kind you hear in bus stops, markets, and group chats. Leadway took this familiar phrase and plugged it right into its insurance offerings — motor, life, household, and goods-in-transit Insurance. This turned Insurance from some distant, formal product into a clever life hack.
The campaign strategy was simple but revolutionary: instead of explaining insurance benefits through technical terms, Leadway demonstrated the consequences of not having insurance through familiar Nigerian scenarios.
Credits
Advertising Agency: Purple Stardust
Brand: Leadway Assurance
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