Zimnat's Giant Ribbon-Wrapped House Stuns Harare, Igniting Social Media Frenzy

In the ever-evolving world of advertising, where capturing attention is increasingly challenging, Zimnat’s “Wrapped House” campaign stood out as a masterclass in creativity, emotional resonance, and strategic execution. Unveiled in the heart of Harare at the bustling intersection of Rekayi Tangwena and Bulawayo Road, the campaign transformed a simple yet powerful idea—home insurance as a gift—into a larger-than-life spectacle that captivated the city and beyond. A full-scale house, meticulously wrapped in Zimnat’s signature green, became more than just an advertisement; it became a conversation starter, a social media sensation, and a symbol of security and care.

So what really went down?

An unusual sight at the bustling intersection of Rekayi Tangwena and Bulawayo Road turned heads and sparked conversation across Harare in the lead-up to Valentine’s Day. A full-scale house, wrapped like a giant gift in Zimnat’s signature green, stood proudly at the roadside, its glossy sheen catching the sunlight and drawing curious onlookers from all corners of the city.

The sight was so unexpected, so out of place amidst the usual flow of traffic and pedestrians, that it left many wondering about the story behind it. Was it an art installation? Or perhaps a grand gesture of love in the season of romance?

The mysterious installation, first unveiled on Monday, 17 February 2025, was part of a carefully orchestrated campaign that reached its climax the following day. A live saxophone performance by Denilson set the stage as the wrapping was removed to reveal a fully furnished two-bedroom house from Instant Homes, symbolizing the security and financial peace of mind that comes with home insurance.

In a statement about the campaign, Mrs. Betty Chiware-Togarasei, CEO of Zimnat General Insurance, noted: “Our goal was to make home insurance feel tangible and accessible. By presenting a house as a gift, we wanted to emphasize that protecting your home is not just an option but an essential safeguard for homeowners.”

The spectacle drew widespread interest on social media, where discussions centered around the creative execution and the campaign’s broader message about financial protection.

But what made this campaign so effective?

1. Visual Impact and Curiosity

The most immediate reason for the campaign’s success was its sheer visual impact. A full-scale house wrapped like a gift is an unusual and striking sight, especially in the middle of a busy intersection. This bold, unexpected imagery naturally drew attention and piqued curiosity. People couldn’t help but stop, look, and wonder what it was all about. The element of mystery—why was the house wrapped? What did it mean?—created a buzz that spread quickly, both on the ground and online.

2. Emotional Connection

By tying the campaign to Valentine’s Day, Zimnat tapped into the emotional resonance of the season. The idea of a house as a “gift” evoked feelings of love, care, and security—emotions that align perfectly with the concept of home insurance. The campaign didn’t just sell a product; it sold a promise of safety and peace of mind, which resonated deeply with homeowners and aspiring homeowners alike. This emotional hook made the message more relatable and memorable.

3. Tangibility and Simplicity

Home insurance is often seen as an abstract or complex product, something people know they need but don’t fully understand or prioritize. By presenting a physical house as the centerpiece of the campaign, Zimnat made the concept of home insurance tangible and easy to grasp. The act of unwrapping the house symbolized the unveiling of security and stability, making the benefits of insurance feel real and accessible. This simplicity in messaging helped demystify the product for the average consumer.

4. Interactive and Experiential Marketing

The campaign went beyond traditional advertising by creating an interactive, real-world experience. The live saxophone performance by Denilson added a layer of sophistication and entertainment, turning the reveal into an event rather than just an ad. This experiential approach not only drew a crowd but also encouraged people to share their experience on social media, amplifying the campaign’s reach. In an era where consumers crave authentic and engaging interactions, this hands-on approach set Zimnat apart.

5. Social Media Virality

The campaign was tailor-made for social media. The striking visuals, the mystery, and the grand reveal were all highly shareable moments. People naturally took photos and videos, posting them online with captions speculating about the meaning behind the wrapped house. This organic sharing created a ripple effect, extending the campaign’s reach far beyond the physical location. The use of Zimnat’s signature green color also reinforced brand recognition, ensuring that the company was at the center of the conversation.

About Zimnat General Insurance

Zimnat General Insurance is part of the Zimnat Group, a diversified financial services provider with interests in General Insurance, Life Assurance, Microfinance, and Asset Management. A member of Masawara Holdings, Zimnat is also associated with the Sanlam Group, the largest non-banking financial services group on the African continent.