Cannes Lions

Conversations with Yourself

KING JAMES GROUP, Cape Town / SANLAM / 2019

Presentation Image
Supporting Content
Case Film

Overview

Entries

Credits

Overview

Background

Financial services is a low interest category and when dealing with complex financial products most people tend to switch off. So as one of South Africa's leading financial institutions, Sanlam needed to talk about their product offerings in a more compelling way. A way that was more palatable for all people of all ages and in different life stages. So the challenge was how do you sell the benefits of multiple products to multiple audiences in a single hard-working campaign?

Idea

So how do you talks to multiple audiences about multiple financial products without using financial speak? We couldn’t just make an advert, so we started a conversation instead. Conversations With Yourself is a series of online films where one man talks to himself, at six different ages, about his life. We then took this Conversation on-air to a live audience. We carefully constructed our characters to tap into the different mindsets of each age, taking our audience on a relatable journey through the different stages of life. Our characters tackled everything from life to death, and everything in-between.

Strategy

Between 10 and 14 September 2018, the Conversations with Yourself radio was launched on two of South Africa’s most popular national radio stations (KFM and 947), on their primetime Power Spots. We reached over 300 000 listeners of different ages and walks of life and gave them two action-packed 8-minute live interviews instead of just another pre-recorder radio ad.

Execution

Between 10 and 14 September 2018, the Conversations with Yourself radio was launched on two of South Africa’s most popular national radio stations (KFM and 947), on their primetime Power Spots. With live interviews by two influential radio DJ’s and supporting social media posts across the radio stations’ and the DJs’ personal social media platforms, the campaign reached a wide audience across the country and spoke directly to the middle-class target audience with a vested interest in their own financial security. 2 different radio spots were broadcast, driving listeners to the product platform where they could sign up directly for their financial product which best suited their needs and their financial means. The service offering covered a range of financial packages designed to suit people at the various stages of their lives, thus ensuring every listener could find a product for them.

Outcome

ENGAGEMENT

Generate interest and intrigue to get people thinking about their own financial situations

(Period of comparison: Aug, Sep 17 vs. Aug, Sep 18)

Minutes of content consumed: 96 028 (671% increase)

Complete view through rate: 329% increase

LinkedIn average watch duration: 92 seconds (industry benchmark = 8 seconds)

View increases: 29% increase

New page likes: 41% increase

Post engagement: 278% increase

RETURN ON INVESTMENT

(Period of comparison: Aug, Sep 17 vs. Aug, Sep 18)

Sales through website: 14% increase

Leads through website: 31% increase

AWARENESS

Reminding South Africans of the need to consider their financial futures and positioning Sanlam as a brand with financial solutions.

(Between September - October 2018)

Combined video views: 5 761 687

Impressions: 95 733 172 (paid and digital combined)

Facebook leads generated: 1300

New followers gained: 18 994

Similar Campaigns

12 items

Sanlam Savings Jar

KING JAMES GROUP, PART OF ACCENTURE SONG, Cape town

Sanlam Savings Jar

2022, SANLAM

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