BUSINESS PROFILE
THICK DATA HELPED UNCOVER THE UNDERLYING MOTIVATIONS , FEARS AND ASPIRATIONS THAT DRIVE PEOPLE TO MAKE CERTAIN CHOICES , WHICH LED TO OUR KEY HUMAN TRUTH — PEOPLE CAN ’ T IMAGINE THEMSELVES FAR INTO THE FUTURE .
makes it really hard to make sacrifices now that will lead to a financially secure future . We used this insight at the core of our campaign , which helped paint a picture of what your life would be like in the future , so you are more motivated to make the right decisions for it .
Why did you decide to use video as your primary medium ?
We needed highly engaging content that could paint a picture of what your future could be like , and video was the best medium to do this . It works well across all digital platforms , it entertains , it ’ s shareable and of course , when done well , it delivers high engagement . The campaign concept was set in the Metaverse , so in a future world , we might have delivered the whole campaign in the Metaverse , but as things changed and the Metaverse moved further away , we managed to adapt the campaign to more accessible channels through video .
How did you narrow down the buzzwords you decided to use ?
We try to steer well clear of buzzwords . . . the financial services industry has a terrible reputation for using buzzwords , and it ’ s not very customer-friendly .
We try to communicate everything plainly and simply , especially as our target market ranges so much – the simpler we keep our messaging , the bigger the audience that will understand it .
What ’ s next for Sanlam in terms of its marketing strategy ?
A renewed focus on the importance of brand building , the return of humour in financial services advertising and the introduction of product-led marketing with our new FinTech launch . x
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