Nationwide radio, print, press, outdoor, digital and social media launch campaign.
MiWayLife, a sub-brand of MiWay Insurance, launched in August 2016 with a compelling product – one insurance policy that covers you and your extended family, an innovative South African product, especially created for this market.
Our approach was to illustrate and celebrate our diverse, beautiful South African families. We chose and captured real South African families for this campaign. It was critical to the success of the campaign that the billboards were carefully selected and placed using images of the relevant families in the relevant areas, ensuring the ads appealed to the identified target audiences around the different parts of the country. Each creative execution carried a unique code allowing for tracking of conversion rates in real-time, enabling us to monitor and change messaging accordingly on the digital outdoor and other channels.
After only three months MiWayLife was the fastest growing life insurance brand in South Africa.