Indie Life Insurance

The Mullet

South Africa

The Challenge

​In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign maximised results at each touchpoint, creating leads far cheaper than we could buy them and resulting in a record sales period. ​

​The big players in life insurance spend millions to generate sales leads, by outbidding on the top search terms, a lot of cold calling and running emotionally manipulative ads. So, for a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy generation interested in life insurance.

The Insight

​In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign maximised results at each touchpoint, creating leads far cheaper than we could buy them and resulting in a record sales period. ​

​The big players in life insurance spend millions to generate sales leads, by outbidding on the top search terms, a lot of cold calling and running emotionally manipulative ads. So, for a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy generation interested in life insurance.

The Solution

​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.

The Results

Indie’s Mullet campaign outperformed our previous campaign benchmarks from the get go.

Within 48 hours, the Tebogo Mullet YouTube video got 150k views. Total website traffic increased by 21%, the number of email leads generated spiked by 32% and Indie’s search cost per click decreased by 98%.

Sales over the same period soared by 39% and APE (the life insurance industry’s measure of revenue) was boosted by 69%.

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