When Covid-19 hit, South Africans stopped driving. Many stopped earning. So King Price developed a pay-as-you-drive product, Chilli, that talked directly to the needs of consumers for cheaper insurance and premiums that reflected their own personal risk profiles. To launch Chilli, we drove a PR-led campaign that got South African media, social media and consumers talking. We even threw in a BBC feature on the company’s innovative approach for good measure. The real success metric? King Price sold thousands of Chilli policies, retaining numerous clients in the process. That’s red-hot PR.
