Creative Campaigns Insurance
Retirement, without the stress.
Sanlam Allianz · Salama Plan
The challenge
Retirement planning in this market is tied to complexity and financial pressure, which makes long-term products like annuities hard to land with people approaching retirement.
The insight
“Nobody wants a retirement product. Everybody wants a retirement without stress.”
The idea
“Salama Plan: Utu uzima bila stress.” We shifted the conversation from financial obligation to emotional security, with lifestyle-led storytelling that presents retirement as freedom and peace of mind.
The work
- Campaign platform and line
- Lifestyle photography and key visuals
- Print and digital creative suite
- Launch event and highlight film
The results
Softer resistance to retirement planning
A more relatable entry point for annuity adoption
850
sign-ups from 2,400 enquiries
Related: more insurance work
