Softlogic Life Insurance: Scratch and text to protect your life

Softlogic Life, an insurance company, partnered with the national postal service in Sri Lanka to encourage all parts of the country to take out life insurance.

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...

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