Following the recent announcement of Sanlam’s new brand promise to empower millions of Africans to “Live with Confidence”, the continent’s largest non-banking financial services group has begun to put it into practice with the launch of an inspirational team of Confidence Coaches. This is the first in a series of initiatives that aim to empower consumers to live with the kind of financial confidence that makes a real and lasting difference.
Sydney Mbhele, the Chief Executive of Brand at Sanlam has said that the company put forward the initiatives with a belief that confidence is the game changer that can greatly increase people’s chance leading to success.
“Confidence unlocks possibility, motivates you to reach your full potential, and allows you to live your best life. Learning to live with this kind of financial confidence, however, is a journey, and this is exactly what our brand promise is all about. No matter where your starting point is, we’re committed to equipping you with the right tools, support and guidance to help you get from where you are to where you want to be,” he revealed.
Who are the Confidence Coaches
The coaches are a diverse mix of two well-known personalities and influential voices who will share personal insights and offer practical tips on how to live with confidence through a series of online conversations. With the intention of connecting with Rwandans in the most engaging way possible, Sanlam has partnered with personalities that consumers will relate to and be inspired by ‘’People who not only live confidently, but do so no matter the challenges life throws their way’.
Leading the line-up is world-renowned coach José Mourinho. Voted the world’s greatest football coach of the 21st century, he has built a career on his exceptional ability to identify, nurture and develop confidence in others so that they can perform at their best. Through his journey, José has not only learnt how to handle success, but how to confidently bounce back from setbacks too.
“We’re really excited to have José on board as our lead coach and star of our new advert,” Mbhele continues. ”As an organisation operating in 45 countries on and outside the African continent, his broad appeal and personal connections with the continent makes him the perfect choice.”
Fans will have the opportunity to connect with José for a one-on-one coaching session through the Confidence Coach bot on Facebook Messenger to chat about goals, life plans and overcoming obstacles. He’ll make notes and share a unique take away and reminder with you afterwards: your Confidence Rulebook.
Sandrine Isheja Butera
Starting her career in 2008 as a radio presenter at the University of Rwanda’s radio station, Sandrine has worked at several radios, becoming one of Rwanda’s favourite female personalities.
During an interview with a local newspaper, she said: ’’To everyone who has a dream, it is possible, be yourself, don’t try to be someone else, don’t copy because you will always be one step behind. Work hard and never stop learning’’. Known for her hardworking spirit and commitment to whatever she puts her mind into, Sandrine will be sharing more about her story across her social media channels to inspire the audience to live with confidence.
The first Rwandan musician to win the Prix Decouvertes RFI musical, Buravan has toured multiple African nations, garnering him regional -East Africa- celebrity.
Buravan rose from humble origins via sheer hard work and dedication. He is now regarded as one of the country’s most admired musicians. Followers will be able to join in the conversation on his social media channels as he provides lessons on how one of his main secrets to success has been living with confidence.
The campaign message is further reinforced in Sanlam’s new advert (which has just gone live across digital channels and on TV and through a series of Confidence Rules).
Specifically developed to support all Rwandans on their journey to financial confidence, these rules about life and finance offer an easy-to-follow, practical guide for consumers to apply in their daily lives from today.
“We wanted to keep it human, personal and authentic throughout,” said Mbhele, adding: “Rather than solely highlighting financial confidence, Sanlam has set out to inspire a better relationship with finances by first unpacking the significance of greater confidence in all aspects of life.”
He explained that Sanlam’s Confidence Coaches aren’t financial experts, but rather real people with real stories and life lessons to share.
Drawing from their own experiences, each will talk about life in the context of circumstances and important decisions. All of these conversations and platforms ultimately work towards the bigger goal and purpose of Sanlam’s campaign: to help more and more people live their best lives and feel equipped to navigate the challenges that may come their way through financial confidence.
“Everyone wants to live with financial confidence, knowing they’ve got the best chance at a good life. But for many people, our call to live with financial confidence might seem overwhelming or even impossible,” says Mbhele.
“But we’ve set out to offer really practical steps to get there – simple, actionable steps to help anyone along their journey,” he added.
To find out more and connect with the Confidence Coaches, visit https://www.facebook.com/SanlamConfidenceCoach/
You can also access more information through Sanlam’s Instagram and Twitter handle.