Ncedisanani Funeral Plan

An affordable new Funeral Plan Ncedisanani was developed for the South African market by Channel Life.  As this is a highly sensitive subject, it was perceived that this kind of communication works better in the vernacular than in English.  Lesedi FM and Ukhozi FM were chosen for a campaign that combined emotivity and a call to action in a series of 60” spots. 

An original soundtrack was created that borrowed from the cultural idiom as well as incorporating the product name in a respectful way.

Three different personality types were chosen to represent the market: a young woman, a cultural elder and a regretful male.

An SMS device was embedded in the commercials.  A high rate of response was measured.