The insurance company that ended cold calling and started taking song dedications.
Listen here: https://lovelanguage.fm
Call in. Dedicate. Get your words on love language FM. While you still can.
Description
Insurance asks the wrong question: “What happens when you die?”
Absa Life understood a simple truth—people don’t think about death; they think about the people in their lives.
Say what you need to say - while you still can.
Every Sunday. Call in. Dedicate. 30 min later., your song is on the radio.
Your own words sung back to you. Word for word.
Say it in your love language. Say it to the heart. Forever.
Love Language FM took over a Mzansi music tradition, “Sundays for Lovers,” transforming it into a data- and lead-generating platform for Absa Life products. Instead of cold calls, people called us.
In just three months, 1:04:16 hours of dedications were turned into quotes—with the loved ones you dedicated to included as dependants. This drove deep engagement, with site visits peaking at 7 minutes 49 seconds and consistently staying above 4 minutes, far exceeding the global average of 2 minutes 30 seconds.
The business impact followed:
Insurance contracts up 55%
Insurance service expenses up 11%
Net insurance claims up 23%
Digital new business sales up 26%
Instant Life new business volumes up 100%+
Overall new business volumes up 9%
This professional campaign titled 'Love Language FM' was published in South Africa in April, 2026. It was created for the brand: Absa Life Insurance, by ad agency: Avatar. This campaign is related to the Insurance industry and contains 3 media assets. It was submitted 1 day ago.
Credits
Client: Sydney Mbhele (CM SA) Group Chief Marketing & Corporate Affairs Officer Absa Group sydney.mbhele@absa.africa
Client: Thabisa Mkhwanazi Marketing Executive Absa Group thabisa.mkhwanazi@absa.africa
Client: Thembelihle Lephoko Marketing Manager Absa Life Limited thembelihle.lephoko@absa.africa
Chief Creative Officer: Veli Ngubane CCO Avatar veli@avataragency.co.za
Chief Creative Officer: Phil Ireland CCO Avatar phil@avataragency.co.za
Executive Creative Director: Mohlalefi Mabena ECD Avatar mohlalefi@avataragency.co.za
Creative Director: Sanele Ngubane CD Avatar sanelen@avataragency.co.za
Writer: Sanele Ngubane Writer Avatar sanelen@avataragency.co.za
Writer: Bongani Tau Writer Avatar bongani@avataragency.co.za
Art Director: Tebatso Mahlangu Art director Avatar Tebatso@avataragency.co.za
Editor: Tebatso Mahlangu Editor Avatar Tebatso@avataragency.co.za
Art Director: Lesego Maphutha Art director Avatar lesego@avataragency.co.za
Art Director: Kamo Morgan Asst. Art director Avatar kamo@avatargency.co.za
Art Director: Kea Sonti Asst. Art director Avatar kea@avataragency.co.za
Strategist: Mbu Shumba Strategist Avatar Mbu@avataragency.co.za
Business Unit Director: Cleo Ngcokoto BUD Cleo@avataragency.co.za
Account manager: Amanda Ngubane Account Management Avatar Amanda@avataragency.co.za
Account manager: Kagiso Sepeng Account Management Avatar KagisoS@avataragency.co.za
Media Strategist: Shonisani Masidwali Senior Media Strategist Starcom shonisani.masidwali@starcomww.com
Writer: Junior Mokoma Writer Avatar junior@avataragency.co.za
Media Strategist: Mpumelelo Mdladla Media Director Avatar mpumelelo@avataragency.co.za
