S P E C I A L I S T I N S I G H T 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 .
S P E C I A L I S T I N S I G H T 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 . � www . intelligentfin . tech
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