Brief

Prime Insurance wanted to connect with everyday Ghanaians in a way that felt personal, relatable, and consistent across their digital channels. The goal was to simplify insurance conversations and build brand awareness, especially around key products like home owners and comprehensive motor insurance. The solution was Kofi Prime, a digital-first animated mascot designed to embody the brand’s values and bring insurance to life through storytelling.

Insight / Big Idea

Insurance often feels distant, technical, or only relevant when something goes wrong. But what if we brought it closer to home? What if insurance advice could come from someone who sounds and thinks like us? We created Kofi Prime as the friendly face of Prime Insurance. Through his eyes, we could show real life moments where insurance matters and do it in a way that felt fresh, light, and educational.

Execution

We launched a content marketing series centered around Kofi Prime using 2D animation and everyday Ghanaian scenarios. From fender benders to fire damage at home, each story gave practical insurance lessons while keeping viewers entertained. Kofi was witty, honest, and always helpful. The animation style made the content scroll-stopping, and the tone was conversational without losing credibility. Shared across social media platforms, the campaign carved out a digital identity for Prime Insurance that felt human and dependable.

Results

The campaign significantly boosted engagement across Prime’s digital platforms. Followers began referring to Kofi Prime by name, and the bite-sized stories made insurance feel less like a lecture and more like common sense. It improved awareness of Prime’s key products and helped shift perceptions from distant and rigid to warm, modern, and in touch with everyday life.