PROBLEM TO SOLVE:

GET: Sanlam employees across the enterprise,
WHO: sometimes feel like a collection of businesses instead of one, unified brand
TO: see themselves at the centre of enabling Sanlam’s brand promise ‘Live with Confidence’ and its business growth strategy, Vision 2030
BY: turning real employee recordings into an AI-generated signature voice that speaks with one tone – human at scale.

WHAT WE DID:

Confidence isn’t claimed – it’s heard. To prove it, our Staff Annual Results Communications campaign captured real employee voices from South Africa, Pan-Africa and India and then used AI to merge them into a single, ownable audio asset – the Voice of Confidence – bringing unity to life in sound. Unveiled live to 3,753 employees (1 in every 40 globally), the experience was amplified via a broadcast email sent to 16,939 staff, with 99.8% delivery. Engagement outperformed industry benchmarks, with a 44.1% open rate and 22.1% click-through rate – nearly 4x higher than average. 4,705 employees actively chose to access the live event stream, demonstrating that when confidence is heard through real voices, it doesn’t just land – it compels action. Crucially, a traditionally corporate, sterile, numbers-orientated Annual Results staff session took on a personality, and reflected the people who make the numbers possible. Because strategy and financial results don’t drive businesses forward – people do. With the help of AI, we could humanise Sanlam’s brand promise, Live with Confidence, by hearing its people bring this sound of confidence to life – literally.

Target Audience: Sanlam employees, Groupwide.
Work go-live period: 12 March 2026 – Sanlam Annual Results Day.
Asset types: Staff engagement session, internal newsletters, internal social media channels, communication engagement forums.

RESULTS:

• Converted awareness into action, with one in every two employees listening to the voice.
• 3 Markets united into 1 ownable voice – South Africa, Pan-Africa and Asia.
• 1 in every 40 employees globally engaged with the voice.
• 50% click-to-open rate – from inbox to impact – thousands of employees didn’t just receive the message, they chose to hear it.
• Live stream event was the most engaged communication asset on the day of Annual Results.
• Click through rate nearly 4x higher than the 5.8% benchmark.