Softlogic Life: The underdog who disrupted life insurance in Sri Lanka

Insurance brand Softlogic Life used a multichannel approach to rebrand itself, drive policies and grow market share in Sri Lanka.

Campaign details

Brand: Softlogic LifeBrand owner: Softlogic Life Insurance PLCAgencies: MullenLowe Sri Lanka, Thirdshift (Pvt) Ltd. Sri LankaMarket: Sri LankaIndustries: InsuranceMedia channels: Cinema, Online video, Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

This is the story of an underdog working its way up towards market leadership by challenging the way its industry communicates with and serves customers. Sri Lankans are happy-go-lucky, typical islanders, with the ability to adapt to uncertainty and life insurance is the last thing on their minds....

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