The South African insurance market is cluttered with generic rewards, leaving consumers disengaged. To break the mold, Budget Insurance partnered with Penquin to launch Bill Blaster—a bold, gamified digital campaign aimed at turning insurance from a grudge purchase into a symbol of empowerment. Targeting financially stressed middle-class South Africans, the campaign used a custom online game, TikTok-first content, and smart storytelling to deliver relief, relevance, and reassurance.

Where competitors leaned on louder cashback offers, Bill Blaster leanedinto something more human - the shared frustration of bills and thefeeling of finally doing something about them.This campaign reframed competition mechanics into an act ofempowerment. It celebrated resilience, offered financial escapism, andgave Budget Insurance a fresh, creative identity in a marketoversaturated with sameness.