Confidence is a key attribute to a fulfilling and successful life.

But many South Africans don’t have it. As one of Africa's biggest financial institutions, Sanlam wanted to help South Africans live with financial confidence.

And, at the intersection of financial inclusion and financial security, you find financial confidence. This led to Sanlam’s new brand positioning “Pioneering Inclusive Financial Confidence”.

Objectives included:

Memorable- To build a distinctive brand communication that is based on familiar brand memory structures (assets & tone) but also provides opportunity & stretch.

· Truthful- To credibly and authentically demonstrate how Sanlam empowers everyone to ‘Live with confidence’.

· Motivating- To develop relevant and persuasive communication that inspires and connects with our audiences.

Confidence is a key attribute to a fulfilling and successful life. But many South Africans don’t have it. What if we could let them speak to someone who exudes confidence in all areas? Jose Mourinho is such a man.

We gave Africans the chance to have a one on one coaching experience with Jose using Facebook Messenger. This experience included actual voice notes from him as well as interactive chat messages, gifs and videos. Following the engagement with Jose, each user walked away with a digital personally customised Confidence Rulebook that had actionable notes on how they could grow in confidence.

Sanlam provides a diverse range of financial products and services spanning insurance, investment, financial planning and retirement to both retail and institutional clients. Sanlam serves people from all walks of life with financial solutions that span life stages and income levels, from entry-level insurance products, all the way up to highly specialised Private Wealth solutions.

Using an interactive Facebook Messenger Bot, people could choose what they wanted to discuss with Jose Mourinho and then hear actual voice notes from him as well as interactive chat messages. As people responded to Jose, we recorded their answers and presented them with a customised Confidence Rulebook at the end of the experience. This drew on their specific answers and gave them helpful advice on how they could grow in confidence.

The messenger bot made use of videos, gifs and voice notes from Jose while visual prompts reflected the aesthetic of the Confidence Rulebook. Leaning on Jose's experience in football, the Confidence Rulebook incorporated a playbook feel with sketches of football iconography, hand-written typography and sticky note elements.

This Confidence Coach Bot was live on Facebook Messenger from May to October 2021. As an extension of the TVC, the bot engaged with the rules mentioned in the film by presenting more tangible and experiential scenarios relevant to the user. The bot also formed an engagement arm of the brand's repositioning camapign entitled 'Live with confidence'.

All content of Mourinho was shot by an extension of the production team in the UK while managed from Cape Town, South Africa (while adhering to lockdown restrictions).

555,000 engagements.

72% completion result.

56,000 chats.

45% engagement rate with the Sanlam Confidence Coach on FB messenger

Sanlam increased its ‘likeliness to recommend’ score from 36 to 45

Sanlam achieved a 5% increase in Spontaneous Awareness by end 2021

Brand Finance rated Sanlam the 15th most valuable brand in South Africa up from 19. Sanlam was also the 3rd fastest growing brands just behind retailers Checkers and Markhams.