South Africa, Nov. 26 -- The campaign itself was a break in the traditional advertising of Sanlam, which is viewed as a legacy company.

It is also a campaign that broke out of the category's traditional advertising.

Finance, and finances, says Sanlam's chief marketing officer, Mariska Oosthuizen, is no laughing matter.

"People take it very seriously."

So, imagine your agency comes up with the idea ofa comedy show as a campaign to engage people by laughing at finances, and one called the "F-show".

Oosthuizen recalls how she had to sell this to her CEO. "I thought this was going to be difficult enough, given that Sanlam is a legacy company."

But she convinced the CEO, and the campaign has certainly paid off for Sanlam.

"The insight w...