website traffic increase
spike in email leads generated
decrease in cost per click (CPC)
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
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.
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.
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
- Creative Circle | 1st Place | Digital & Interactive
- DAN Global Innovation Awards | Gold | Proving Marketing Effectiveness
2019 Awards Won
- 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
- African Cristal Awards | Sahara | DIGITAL & MOBILE - Integrated campaigns
- DAN Global Innovation Awards | Silver | Winning in the new world of Content
iProspect SA: MultiChoice Search at its optimum
Our FIFA World Cup search campaign highlights how savvy search setups can deliver results for brands and eliminate same stable cannibalization.
iProspect SA: Delivering Dynamic Ads and Data Driven resu...
We set out to target sports fanatics who would subscribe to Multichoice Pay TV to watch the 2022 FIFA World Cup. We held high ambitions to deliver personalised communication whilst outperforming...
DENTSU CREATIVE SSA: Trophy Stout: Reclaim Your DNA
Most of Nigeria’s greatest artistic treasures are held in Western museums, which refuse to return them. As Nigeria’s proudly 100% homegrown beer with a history of supporting Nigerian cultural in...
iProspect SA: A First in Africa! Bringing Digitally Dynam...
The world's biggest sporting event; The FIFA World Cup!
We enabled Supersport to capitalize on the hype that comes around every 4 years, through this data-driven project that elevated the us...
iProspect SA: MultiChoice and Udemy: Bringing online lear...
In a move to empower African customers with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online learning, to pr...
iProspect SA: Corona - Free Range Humans 2 Campaign
Contrary to Corona’s belief of “living life outside”, humans spend 90% of their lives indoors. Their “Free Range Human” campaign was therefore conceptualised to inspire people to answer nature’s...
iProspect SA: The SuperSport App Experience – your person...
This is AFRICA - where sport connects and empowers nations!
We launched the impressive SuperSport App Experience to eagerly awaiting African audiences, by embarking on a bespoke digital stra...
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
DENTSU CREATIVE SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, DENTSU CREATIVE SA created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festi...