The objective of the campaign was to drive awareness of the reality of an untimely death, and to educate consumers that taking out Life Insurance with FRANK.NET is quick and easy, and will give them the peace of mind that their family will be taken care of if something happens to them. The target market is the high LSM bracket, in particular, consumers earning salaries of 25 thousand Rand per month and above.

MVO: Death is a dyslexic pharmacist. Death is a mothball that looks like an after dinner mint. Death is laughing with a mouthful of Brazil nuts, swimming after a big lunch or poking a pile of leaves with a stick just to see what's in there.

Death doesn't have to try very hard. But thankfully with Frank Life Cover, neither do you. Just SMS 'FRANK' to 43002, we'll call you right back and you can have up to 10 million Rand life cover by the end of the call. That's "FRANK" to 43002. SMS rates and T's and C's apply. FRANK.NET is a licensed financial services provider.