CSIFinancial Planning

How Sanlam boosted financial education through a TV show

Financial services group’s Moola-Money reaches millions

Sanlam helped boost financial education among millions of South Africans this year through a first-of-its-kind TV show, Sanlam Moola-Money, which aired from March to June. The family game show was watched by close to 1.5-million people a week: a total of nearly 19 million for the first season. 

The show focused on teaching South Africans how to manage money and reached millions of South Africans with myriad interactive components, including a quiz entered by 22 000 participants and influencer and social media campaigns. A mix of celebrity hosts – like BoityTT MbhaMafikizolo and GoodLuck – who all played for their favourite charities, and celebrity hosts, Financial Bunny Nicolette Mashile and comedian Tyson Ngubeni, were also a massive draw.

High stakes prizes for contestants of R50k per episode and R500k for the overall winners drove engagement and excitement. 

“We are hopeful that the content delivered via the show and its extensions will have a long-lasting effect on everyone who engaged with Moola Money in some way,” says Mariska Oosthuizen, Head of Brand at Sanlam. “Financial education is a topic many don’t naturally gravitate towards, so you have to deliver it in a fun way. Confidence means having the knowledge and self-belief to invest in oneself, make sound financial decisions and go after one’s goals. That’s really what Moola Money was all about!”

Sanlam has long used the currency of creativity to present out-the-box ideas that speak to Mzansi. Oosthuizen says the show was one of the first deep expressions of the Group’s purpose – to empower people to live with confidence. “We know that people’s understanding of how to manage their money can impact the lives of individuals, their families, communities and nations. Having this insight drives us to continue to reach for new ways to educate.”  

Pre- and post-show surveys revealed that respondents who’d watched the show had experienced improved financial literacy levels.  59% stated they’d learned a lot from the show and 35% said they’d learned something. 86% of respondents indicated they’d like another season. Increased confidence in their own financial planning capabilities was also seen after respondents had watched the show.

Pilot Sive Mbana and her new husband, marketing manager Solam, beat 15 families to win the show. “It was amazing – we went from a pretty basic knowledge of finances to understanding the difference between an annuity and unit trust fund! Apart from the financial reward, the journey on the show has done wonders for our confidence in each other. We plan to use the winnings to set ourselves up for our future – we’ll work with a Sanlam financial adviser to find a suitable investment for it.

Oosthuizen concluded, “There were lots of learnings that came from this campaign. First and foremost, financial literacy content can engage and excel, especially if it works a little harder to explain core concepts. It’s also clear, that in these times, we need to think out the box. Financial education and a TV game show format isn’t an obvious match. But it worked!”

For more information, visit MoolaMoney.co.za.

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