Problem: Bad News happens every day and Budget Insurance needs to position themselves as a problem solver. Target Market: 25 to 38 Year olds. Insight: South Africans feel news fatigued SMP: Offer affordable insurance. How: Through an online and physical campaign that uses interaction through predictive headlines of bad news for the week, allowing the public to play the game and potentially win big. All to position Budget Insurance as a stress easer and reward the consumer.