The Summary Statement
For the first time in the world a national postal network was used to sell life insurance enabling the brand to access 100% of the Sri Lankan households overnight. In a land with 149% mobile penetration but only 14.4% life insurance penetration, this idea enabled to penetrate the bottom of the pyramid masses with a 100% end-to-end mobile life insurance solution that only cost them the equivalent of two cigarettes' cost monthly to provide life insurance protection for the family.
Campaign Strategy: Representing 20% of the score
Market Context- Softlogic Life is a Sri Lankan life...