Mar. 26th, 2007

Play to the niche: 1st for Women thinks different about insurance.

1st_for_womenWhy isn’t there a bank for kids? Or a car for geriatrics? Is it crippling groupthink or is American business really a lot smarter than it appears?

Proving our point that there is always room for a new challenger to exploit a niche: 1st for Women launched into the South African insurance space with an offering targeted at, well, women.

Their ads read: "If men were women, we’d insure them. But they’re not. So they don’t get to pay substantially lower car insurance premiums. Cover with care."

Presumably less testosterone behind the wheel adds up to less risk, and one very profitable market segment.

The work was created by Black River Football Club, Johannesburg, South Africa.

Credit to Adrants.

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