Sanlam Conspicuous Saving Case Study
We wanted to change the behaviour of all South Africans when it comes to saving and money. Specifically, we wanted to turn the spotlight on the psychology behind our culture of conspicuous spending – a culture that is driving the country into debt.
We challenged hip hop heavyweight, Cassper Nyovest, and presenter-model-actress and MC. Pearl Thusi to save money as conspicuously as they usually spend it; to twist their VIP lifestyles.
Using own, paid, earned, and shared media we designed a 2 phase pre (teaser) and post (reveal) 360-degree social experiment.
With an upfront unbranded seeding phase, using Facebook, Twitter, Instagram, and key online publishers, our celebrities sparked interest with their huge fan bases on their small yet significant shifts in spending behaviour.
We revealed the campaign concept: Firstly, by placing Pearl on the cover of Cosmopolitan magazine, in a minimal investment hessian sack dress. This extended into a deep dive of her involvement with Sanlam and broader financial awareness.
Secondly; we hosted a launch party for Casspers newest track; the message of which is “Mr. Madumane (Big $pendah)”
Thereafter, we wrapped the nation’s largest Sunday newspaper in a 4-page lifestyle wrap detailing the campaign.
All PR, digital, social, and publisher partners then unveiled the collaboration. The ultimate message being “it’s not what you have, it’s what you do with it that counts”.
Key outdoor holdings nationwide drove the URL and hashtag: #conspicuoussaving, where the message and story played out online.