Changing Lives

Problem

1Life is an insurance business, selling both life and funeral insurance. The business however was selling more funeral policies than life insurance. Why? Because South Africans don’t understand the benefit of having life insurance. They’re used to the tangible benefits they receive with a funeral policy.

Solution
Our solution as an agency was to change that perception and drive growth in 1Life’s life insurance sales, while maintaining the update in funeral policies. The aim of the campaign was to make the benefits of life insurance more tangible by showing people that 1Life life insurance is one of the easiest ways to build generational wealth.

We created a campaign based on a survey commissioned by 1Life that showed how 82% of South Africans want to build generational wealth. But here’s the catch: 59% of them don’t know how to create it. We therefore wanted to show people that through 1Life, it is possible to attain generational wealth and change your family’s lives for the better.

Results

1Life has seen a sustained increase across all metrics on a year on year basis.

In 2022 the Generational Wealth survey found that only 40% of respondents were aware that life insurance policy was a tool for them to build Generational Wealth vs 70% of respondents when the survey was repeated in 2023.

Advertising costs per sale are down by 18% in 2023 (vs 2022)

Contacts are up by 15% in 2023 (vs 2022)
Sales are up by 19% in 2023 (vs 2022)