1Life today announced its official headline sponsorship of the newly launched Ashes to Ashes Telenovela on e.TV – expected to be a thrilling series of unravelling secrets, family feuds and business politics like you have never seen before!
As the storyline is set against the backdrop of a family-owned, highly prosperous funeral business in Tembisa, called Namane Funerals - 1Life’s sponsorship of the series carries a strong synergy with the show - given that their business boasts an in-depth understanding and footprint within the funeral, life and financial services sector.
“We set out to identify a platform that would enable consumers to resonate with our brand and our business – to understand the need to protect themselves and their family with the right cover by aligning to a platform that showcases real life scenarios, where people are impacted emotionally and financially by life’s uncertain events,” says Laurence Hillman, MD of 1Life. “We believe that Ashes to Ashes gives us the opportunity to connect with consumers on a deeper level – those consumers that perhaps, before now, have not thought about the consequences of significant life events and the impact this can have on their families.”
The show follows a married couple, who have created a funeral empire managed by the husband and their two sons. However as with every self-respecting family, there are personalities that tend to derail from the family legacy. In addition, the head of the family has incredibly challenging addictions that may ruin the future that they have collectively worked very hard for. To add to this, the family still faces the threat of an estranged family member and a dark secret.
“1Life aims to educate South African consumers around the challenges families face and highlight the stresses that people feel when having to arrange a funeral and deal with the consequences of losing a loved one. Aligning to the Ashes to Ashes show enables consumers to see things as they are – and how having the right protection in place can help alleviate the difficult times.,” continues Hillman.