0
website traffic increase
0
spike in email leads generated
0
decrease in cost per click (CPC)
0
increase in sales over the same period
About the campaign
To disrupt the life insurance industry, we used something quite unexpected, a Mullet.
This iconic, meme-worthy hairstyle served as a powerful and flexible centrepiece to the campaign. To match IndieFin’s unique product, we created an equally unique campaign that demonstrated how IndieFin offers you ‘business at the front’ with world class life insurance and ‘party at the back’ with free money.
We designed our campaign collateral for specific purposes, with a narrative approach that could adapt across platforms. Then starting small, we rolled out the campaign to low engagement touchpoints to start building awareness. When people engaged, we served them the next tier of communication. Secondary spend was allocated against campaign page UI interactions indicating intent, which then set off a phase 2 targeting and communication. This tactic kept costs down, by only engaging with people who were genuinely moved by the advertising.
We layered this with a smart targeted TV campaign for broader reach capability and to position IndieFin at the level of holding powerful brand stature.
Other agencies involved: FoxP2, iProspect, AMNET and Republic PR
Challenge
The big players in life insurance spend millions to generate sales leads, by outbidding on the top search terms, a lot of cold calling and running emotionally manipulative ads.
So, for a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy generation interested in life insurance.
Solution
Getting a younger generation interested in the cluttered, and unglamorous category of life insurance is very expensive.
We took a world class life insurance product and included something quite unique - free money. Which is something young people do care about.
We then found a web-worthy way to talk about this free investment, that rubbed up against the category. This idea generated leads far cheaper than we could buy them. And because this approach let us create content in a modular way, iterations were extremely well suited to a range of platforms. We could then re-engage with those who expressed interest, allowing us a more targeted approach.
Results
In the ultra-competitive field of life insurance, every campaign element contributes towards moving people towards a sale.
Indie’s Mullet campaign outperformed our previous campaign benchmarks from the get go.
On the day of our YouTube takeover, the IndieFin site experienced its highest Start Onboarding Conversion Rate for the campaign period.
- Within 48 hours, the Tebogo Mullet YouTube video achieved 150k views
- Total website traffic increased by 21%
- The number of email leads generated spiked by 32%.
- Search cost per click (CPC) decreased by 98%.
- Sales over the same period soared by 39%.
- APE (the life insurance industry’s measure of revenue) was boosted by 69%.
- Significantly, 76% of IndieFin policyholders are below 40 – the complete inverse from established life insurers customer bases who are struggling to attract a millennial audience.
2018 Awards Won
FoxP2
- Creative Circle | 1st Place | Digital & Interactive
- DAN Global Innovation Awards | Gold | Proving Marketing Effectiveness
2019 Awards Won
Vizeum
- African Cristal Awards | Ispahan | DIGITAL & MOBILE - Insurance / Banking / Financial Services
- New Generation Awards | Gold | Most Innovative Digital Media Campaign by a med-large Agency
- Amasa Awards | Highly Commended | Best Integrated Campaign : Financial
- Amasa Awards | Highly Commended | Best Online Campaign
Posterscope
- African Cristal Awards | Sahara | DIGITAL & MOBILE - Integrated campaigns
FoxP2
- DAN Global Innovation Awards | Silver | Winning in the new world of Content
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Isobar Nigeria
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.
John Brown Media South Africa: MINI Creative Club
The objective of this campaign was to reach 2,018 sales target for MINI Clubman by generating at least 3 438 leads and introducing a new customer base to MINI Clubman in an innovative way
Vizeum Ghana: Ghana Post ‘Jack Where Are you’
Living Smart and Enabling easier location find through Ghana Post’s digital address app
Isobar Kenya: ICEA LION You’re covered in any language
Delivering travel insurance at the click of a button through a series of misadventure
Create Mozambique: 2M Number 1
2M genuinely retributed the fans love in the voice using local influencers