#CampaignRadar: Old Mutual in brand repositioning
Following its primary listing on the Johannesburg Stock Exchange (JSE) in June 2018, Old Mutual has unveiled a new brand identity. The aim is to reflect a fresh customer-led approach and stronger focus on Africa, where it operates in 13 markets.
The company has retained its anchors logo and its primary shades of green but several energetic secondary colours — such as pink, orange and sunshine yellow — signify a break with the past. “Our visuals incorporate many traditional patterns, illustrating the richness of our African culture,” says Thobile Tshabalala, Old Mutual head of brand.
The images used at various touchpoints, including TV, print and outdoor, speak of hope and optimism, liberation and a warm sense of community, reflecting Old Mutual’s responsibility to its communities and its responsible investment in inclusive economic growth that benefits everyone.
“We were tasked with presenting the repositioned Old Mutual brand as a dynamic, vibrant, action-orientated African brand, demonstrating the fact that they understand the world of their customers and that they have relevant solutions to help them get to where they want to be,” says Jonathan Beggs, Publicis Communications campaign ECD.
He explains that the campaign was seeded on two insights: “We found that many people across our continent are intimidated by financial services and simply don’t know where to start. People also have a tendency to procrastinate and pay more attention to immediate, rather than long-term, needs.”
“The idea behind the campaign is about embracing ‘the power of now’ and bringing to life the potential and possibilities that come with acting on the moment,” he says. “This we turned into a motivational rallying cry with, ‘The Time is Now’ — leading the campaign and setting the tone for the through-the-line and digital work. We needed a proposition that was both simple and motivational. It is for this reason that the campaign focuses on the importance of taking action, it makes progress seem achievable – and makes ‘now’ the pivotal moment to make a difference.
“This tone gives the Old Mutual brand a pulse and positivity that is firmly aligned to the African zeitgeist and a progressive build on Old Mutual’s customer-centric approach,” he adds. “Combined with the broader campaign, it sees Old Mutual becoming more personal, supportive and committed.”
More than a brand refresh
According to Vuyo Lee, Old Mutual chief marketing officer, that the new brand repositioning represents much more than a brand refresh: “As an independent entity with ambitious aspirations and a clearer, stronger focus on Africa, we saw the need to establish ourselves more firmly as an effective Pan-African leader with a distinctive customer value proposition,” she says. “With that came the need to review, reposition and reinvigorate our brand.”
Tshabalala also says the brand evolution can’t be seen as a once-off event: the group has just launched the Old Mutual Rewards programme, and will be rolling out other solutions and initiatives over time to realise its vision.
“Old Mutual’s brand evolution has been carefully managed since its founding in 1845, and it’s been critical to keep the key associations and core brand values integral to the #TheTimeIsNow advertising and marketing campaign,” says Tshabalala. “This means that, on the one hand, we had to ensure continuity and, on the other, we had to show how the company is generating a pulsating new energy. One of our main aims is to win over a new generation of customers whose needs, preferences and expectations are being shaped by a creative youth culture and access to ever more sophisticated technology.”
Agency: Publicis Communications (combining specialist agencies within the Publicis Group, including Saatchi & Saatchi and Leo Burnett)
Executive creative director: Jonathan Beggs (Saatchi & Saatchi ECD)
Senior copywriter: Kate Kenchington
Senior art director: Asanda Rani
Agency producer: Sonja Reichwein
Business unit directors: Jason Yankelowitz, Clinton Middleton
Project manager: Sarona Ramasehla
Strategy: Jessica Ann Wheeler
Production house: Bomb Commercials
Director: Teboho Mahlatsi
Executive producer: Gavin Joubert
Music: Audio Militia
Post production: The Upstairs Ludus, Johannesburg
Sound: Sterling Sound, Johannesburg
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