Sanlam Moola Money Game Show

The Idea

Financial education often doesn’t hold very high interest levels for TV audiences. We knew we needed to bring in big names and lots of fun and viral conversation around the show to engage audiences and drive them to view the show.

The Challenge

Create hype and widespread awareness for a new TV show produced by our client Sanlam, the country’s first financial education game show. The show is part of Sanlam’s passionate drive to help South Africans live with confidence by equipping them with financial skills for success.

The Solution

Our solution relied heavily on celebrities and influencers to create pre-hype and drive continued viewing. A teaser campaigns, seeded by an ‘army’ of nano influencers, with meme and gif content was widely shared on social media with people suddenly seeing ‘Moola Money’ frequently in their feeds. We conducted pre-profiling with the show’s celebrity hosts and high profile special guests in a media relations, where they told their own financial stories and motivated South Africans to engage in the success of their own financial lives. Targeting entertainment, lifestyle and financial services media we landed our message very widely and maintained awareness for the three month season.

The Result

136 pieces of publicity were generated and 74.4 million impressions achieved across radio, TV, online and print media. Our influencer campaign results in an average of 15% engagement, far higher than the industry benchmark of 2.5% and we reached 3.4 million on social. We were able to surpass our campaign targets across all KPIs including landing our messaging in many of the country’s top tier media vehicles.