STRATEGY
BRAND (2025)
Where There’s a Will, There’s Results: How Changing How We Spoke About Death Helped Capital Legacy Draft More Wills Than Ever Before - Capital Legacy
JPG
MP4
2m:05s
MP4
1m:00s
Gold
| Title: | Where There’s a Will, There’s Results: How Changing How We Spoke About Death Helped Capital Legacy Draft More Wills Than Ever Before |
|---|---|
| Brand: | Capital Legacy |
| Product: | Wills and Estates |
| Agency Name or Internal: | Halo |
| Brand Representative/Marketing Director: | Grant Fietze |
| Agency: | Halo |
| CCO: | Dean Oelschig |
| ECD: | Coenie Grebe |
| Copywriter: | Joanne Clarke, Mischa Lensink |
| Creative Director: | Joanne Clarke |
| Art Director: | Kelly Brazier |
| Strategist: | Dean Oelschig |
| Executive Summary: | Wills and estates specialist Capital Legacy’s long-term ambition is to be the first choice in wills and estates. To achieve this, we needed to use long-term brand-building to reframe how they communicate death planning, particularly getting a will, so that South Africans would be more comfortable thinking about the topic. This campaign, the first step in that journey, took the heaviness out of a serious topic. Its humour and humanity allowed Capital Legacy to reverse a decline in growth rate, achieving a 59% increase and surpassing our KPI by 40%. We also increased wills drafted year-on-year by 37% — representing a 73% month-on-month peak increase during the campaign period. This disrupted the category, whose communication was rational and logical, failing to create any sort of emotional connection or urgency to draft a will. Messaging and imagery referred to families in a vague, somewhat dispassionate sense. Consequently, most people continued to put off drafting a will until it was too late. |
