Sanlaam

Education is a top priority for most Kenyan parents,but the financial burden can be overwhelming.There's a need to communicate the long-termbenefits of saving early for education and to showthat planning for a child's future is achievable withthe right support.

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  • Client: Salaam
  • Scope: Strategy / Media Buying / Web & Interactive
  • Year: 2018

Sanlam needed to create a compelling TVC fortheir Edusave program that would effectivelycommunicate the importance of saving for achild’s education in a way that resonated withKenyan parents. The challenge was to convey aclear, motivating message while also making theconcept of financial planning for education bothrelatable and engaging.

Insight

Education is a top priority for most Kenyan parents,but the financial burden can be overwhelming.There's a need to communicate the long-termbenefits of saving early for education and to showthat planning for a child's future is achievable withthe right support.

The Solution

We created an emotional yet practical script forthe TVC that tells the story of a parent's journey inplanning for their child's future. Through relatablescenarios, the narrative highlighted the power ofsmall consistent savings and how Sanlam'sEdusave program could help ease the financialburden of education. ​

The Impact

Achieved a 42% increase in engagement
Generated over 2.3 million% impressions across broadcast and digital in four weeks.​​
Brand favourability rose by 38% especially among urban and peri-urban parents​​
3x increase in inquiries for the Edusaveprogram within the first month
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