Old Mutual’s commitment to building a greater future for all its stakeholders is the focus of an emotive and impactful 90-second television commercial created by FCB Joburg and launched on national TV in early February.
One of Old Mutual’s key long-term goals is to become recognised as the responsible business leader in the financial services sector, said General Manager: Marketing & Communications for Old Mutual Emerging Markets, Mokaedi Dilotsotlhe.
“We want to share with South Africa that we are committed to making a positive impact on the lives of our customers, the communities we operate in, our employees, the environment and other stakeholders in addition to our quest to generate good returns.
“A sense of responsibility is deeply embedded in our DNA, guiding our decisions and driving us to do the kind of great things that shape the socio-economic landscape sustainably for the better. We call this enabling positive futures and it starts with treating customers fairly, and investing the funds entrusted to us in projects that create the kind of world our customers, investors, shareholders, employees and children will thrive in.”
Head of Brand, Karen Thomas, summarised Old Mutual’s Responsible Business philosophy as enabling all its stakeholders to help build a greater collective future. ”And it’s important to help inspire and empower South Africans,” she said. “Apart from making good business sense, it’s the right thing to do.”
The agency’s response to the brief to communicate this was to tell a story of how four different stakeholders represented by an employee, community leader, and two customers are motivated by Old Mutual’s forward-looking initiatives.
Created by FCB Joburg’s team of Executive Creative Director Jonathan Deeb, Creative Director Gareth Paul, Copywriter Mukondi Ralushayi and Art Director Nkgabiseng Motau, the campaign demonstrates the impact that Old Mutual has on South Africa’s diverse people.
The shoot took place around Cape Town, at the Aurora Solar fields in the Western Cape as well as Cookhouse in the Eastern Cape over a period of five days.
“It was a great opportunity to bring to life Old Mutual’s story of how it contributes to helping South Africa do great things,” said Deeb.
“The TVC is supported by a digital campaign and outdoor; our media selection was driven by the need to drive awareness across a diverse target audience. Television provided the ability to do that cost effectively while digital’s role is to use online platforms to give more detail on the various projects and their respective impact, and to generate conversations around Old Mutual’s role in building a greater future.”
Creative agency: FCB Joburg
Business Unit Director: Portia Tapfumaneyi
Account Director: Tanya Wilson
Executive Creative Director: Jonathan Deeb
Creative Director: Gareth Paul
Copywriter: Mukondi Ralushayi
Art Director: Nkgabiseng Motau
Strategic Planner: Ryan Parkhurst
TV Production: Noeleen Burley
Media Planners: Andrea Leeuwner – Carat Media
Production Company: FCB Films
Director: Gareth Paul
Editor: Paul West
Post Production: Deep End & Blade
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.