South Africa-Vizeum-Idiefin Mullets

Idiefin Mullets Case Study

Indiefin Mullets To disrupt the life insurance industry, we used something quite unexpected, a Mullet. This iconic, meme-worthy hairstyle served as a powerful and flexible centrepiece to the campaign. To match IndieFin’s unique product, we created an equally unique campaign that demonstrated how IndieFin offers you ‘business at the front’ with world class life insurance and ‘party at the back’ with free money. We designed our campaign collateral for specific purposes, with a narrative approach that could adapt across platforms. Then starting small, we rolled out the campaign to low engagement touchpoints to start building awareness. And when people engaged, we served them the next tier of communication. Secondary spend was allocated against campaign page UI interactions indicating intent, which then set off a phase 2 targeting and communication. This tactic kept costs down, by only engaging with people who were genuinely moved by the advertising. We layered this with a smart targeted TV campaign for broader reach capability and to position IndieFin at the level of holding powerful brand stature.

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