We've just launched South Africa's first drama series for WhatsApp as part of campaign for Sanlam My Choice Funeral Plans.
Our brief was to highlight the importance of having proper funeral cover and build Sanlam’s credibility in this important market. One this financial services provider is not traditionally associated with.
Many South Africans don’t have funeral cover – which can put a serious strain emotionally and financially on a family when a loved one passes away. WhatsApp is the most popular digital platform among our audience. But also the place where family conversations are increasingly taking place.
The campaign follows the Langa family in real-time, in the seven days leading up to the funeral of a deceased father. To create our story, we collaborated with Bongi Ndaba – renowned South African scriptwriter and former head writer of iconic TV shows such as Generations and Isidingo.
And some of the country’s best-known actors took on the roles of the family. To make our drama even more gripping, we made the most of existing WhatsApp features including voice notes, photos and film clips shot from the characters’ perspective.
The experience is achieved by using Broadcast Lists to create a stream of content that aren't interrupted by user comments.
We've also launched a promotional campaign to build an audience through traditional media, PR and a series trailer promoted across social media.