ALLIANCE
Strategic Campaign
Context
Alliance Assurance, a trusted financial solutions provider in Lesotho, celebrated a significant milestone—30 years of serving Basotho. This anniversary represented not only three decades of growth and innovation but also a deep connection with the communities they’ve supported. The goal was to make the 30th-anniversary celebration a high-impact event, using a year-long omnichannel campaign to communicate the company’s legacy, future vision, and commitment to building a lasting legacy for future generations.
Goal
Our challenge was to create a consistent narrative and art direction that would resonate with a broad audience,
a narrative that celebrates legacy and positions Alliance to build for the future while ensuring that the message
was felt across both digital and physical channels. To achieve this, the campaign needed to span across multiple touchpoints, from traditional media such as TV and radio to digital platforms like social media and email marketing.
Our challenge was to create a consistent narrative and art direction that would resonate with a broad audience, a narrative that celebrates legacy and positions Alliance to build for the future while ensuring that the message was felt across both digital and physical channels. To achieve this, the campaign needed to span across multiple touchpoints, from traditional media such as TV and radio to digital platforms like social media and email marketing.
Solution
Solution
The family unit is an important part of the Lesotho culture, the important values that are birthed from it are
part of what makes it rich along with its history. We introduced “Lefa la Rona ke la Hao” (“Our Legacy is Yours”)
At the heart of this phrase is impact that spans generations. Contributions that Alliance has made over the
last 30 years have not only benefitted communities in the past but will continue benefiting communities from
generation to generation. We wanted to show how Alliance is that member to the Basotho family. The campaign was designed to maintain high levels of engagement across multiple channels throughout the
12-month celebration, including Digital campaign (social media, email and direct messaging) ATL Media
TV launch ad & Radio) Physical events, Competition and Merchandise. We leveraged the opportunity to
integrate assets from the running campaigns, such as client testimonials and sponsored events
The family unit is an important part of the Lesotho culture, the important values that are birthed from it are part of what makes it rich along with its history. We introduced “Lefa la Rona ke la Hao” (“Our Legacy is Yours”) At the heart of this phrase is impact that spans generations. Contributions that Alliance has made over the last 30 years have not only benefitted communities in the past but will continue benefiting communities from generation to generation. We wanted to show how Alliance is that member to the Basotho family. The campaign was designed to maintain high levels of engagement across multiple channels throughout the 12-month celebration, including Digital campaign (social media, email and direct messaging) ATL Media TV launch ad & Radio) Physical events, Competition and Merchandise. We leveraged the opportunity to integrate assets from the running campaigns, such as client testimonials and sponsored events
ALLIANCE
Strategic Campaign
Context
Alliance Assurance, a trusted financial solutions provider in Lesotho, celebrated a significant milestone—30 years of serving Basotho. This anniversary represented not only three decades of growth and innovation but also a deep connection with the communities they’ve supported. The goal was to make the 30th-anniversary celebration a high-impact event, using a year-long omnichannel campaign to communicate the company’s legacy, future vision, and commitment to building a lasting legacy for future generations.
Goal
Our challenge was to create a consistent narrative and art direction that would resonate with a broad audience,
a narrative that celebrates legacy and positions Alliance to build for the future while ensuring that the message
was felt across both digital and physical channels. To achieve this, the campaign needed to span across multiple touchpoints, from traditional media such as TV and radio to digital platforms like social media and email marketing.
Solution
The family unit is an important part of the Lesotho culture, the important values that are birthed from it are part of what makes it rich along with its history. We introduced “Lefa la Rona ke la Hao” (“Our Legacy is Yours”) At the heart of this phrase is impact that spans generations. Contributions that Alliance has made over the
last 30 years have not only benefitted communities in the past but will continue benefiting communities from generation to generation. We wanted to show how Alliance is that member to the Basotho family. The campaign was designed to maintain high levels of engagement across multiple channels throughout the
12-month celebration, including Digital campaign (social media, email and direct messaging) ATL Media TV launch ad & Radio) Physical events, Competition and Merchandise. We leveraged the opportunity to integrate assets from the running campaigns, such as client testimonials and sponsored events
ALLIANCE
Strategic Campaign
Context
Alliance Assurance, a trusted financial solutions provider in Lesotho, celebrated a significant milestone—30 years of serving Basotho. This anniversary represented not only three decades of growth and innovation but also a deep connection with the communities they’ve supported. The goal was to make the 30th-anniversary celebration a high-impact event, using a year-long omnichannel campaign to communicate the company’s legacy, future vision, and commitment to building a lasting legacy for future generations.
Goal
Our challenge was to create a consistent narrative and art direction that would resonate with a broad audience,
a narrative that celebrates legacy and positions Alliance to build for the future while ensuring that the message
was felt across both digital and physical channels. To achieve this, the campaign needed to span across multiple touchpoints, from traditional media such as TV and radio to digital platforms like social media and email marketing.
Solution
The family unit is an important part of the Lesotho culture, the important values that are birthed from it are
part of what makes it rich along with its history. We introduced “Lefa la Rona ke la Hao” (“Our Legacy is Yours”)
At the heart of this phrase is impact that spans generations. Contributions that Alliance has made over the
last 30 years have not only benefitted communities in the past but will continue benefiting communities from
generation to generation. We wanted to show how Alliance is that member to the Basotho family. The campaign was designed to maintain high levels of engagement across multiple channels throughout the
12-month celebration, including Digital campaign (social media, email and direct messaging) ATL Media
TV launch ad & Radio) Physical events, Competition and Merchandise. We leveraged the opportunity to
integrate assets from the running campaigns, such as client testimonials and sponsored events