OLD MUTUAL
Client: Old Mutual
Project: Growth Campaign – Large Corporates
CHALLENGE
Develop a growth campaign targeting CFOs, CHROs, and Boards of Trustees – ‘duty-bound’ decision-makers who take a meticulous approach when considering changes to employee benefit funds.
Yet, many employees are often unaware of the realities of retirement, leading to financial uncertainty in their later years.
INSIGHT
Our anthropologists conducted in-depth interviews with CFOs from large businesses, employee benefits consultants, intermediaries, and employees. We discovered that decision-makers had become complacent about the long-term realities of retirement, and employees often lacked awareness of the challenges they might face in the future.
STRATEGY AND CREATIVE
As the market leader in employee benefits, Old Mutual sought to raise awareness about the financial realities of retirement. The strategy focused on driving category-wide awareness, underpinned by the belief that growing the entire category would ultimately benefit the market leader.
Using ordinary South Africans, the #PowerTheirNextBeginning campaign brought this message to life through a social experiment. The experiment revealed to fund decision-makers that many employees do not fully grasp the long-term impact of their retirement choices.
