The steel metal men standing outside Harare’s popular construction house have been a landmark feature for decades, capturing the spirit of hard work and construction. But this winter, the metal men got a colourful makeover thanks to an innovative advertising campaign by Zimbabwe’s leading insurance company, ZIMNAT.
The three steel statues depict shirtless construction workers, but ZIMNAT has clothed the metal men in their signature green and white branded t-shirts and sweatshirts. A simple yet striking idea, it perfectly captures ZIMNAT’s role in protecting clients from life’s uncertainties. By clothing the metal men during the colder winter months, ZIMNAT is showing how they protect clients the way the warm garments protect the statues from the chill.
The famous metal statues have gotten plenty of attention since they were first clad in ZIMNAT branded clothing. Social media exploded with photos of the “new look” metal men, spreading the word about ZIMNAT’s latest creative campaign. The advertising value of having the giant steel statues promote ZIMNAT’s brand for free has been immense.
ZIMNAT is no stranger to innovative advertising, having won awards in previous years for campaigns like their revolutionary 3D billboard that featured an interactive wrecked car. Their marketing team continues to push creative boundaries, crafting simple yet impactful ideas that capture the imagination of the public.
By thinking outside the box and displaying their creative flair, ZIMNAT has once again proven that innovative advertising pays off. Their latest guerilla marketing tactic of clothing the metal statues may be a simple gesture, but the impact has been massive. The now famously “clothed metal men” have become a roving billboard for ZIMNAT, helping spread their message of protection to the people of Harare in truly memorable fashion.
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