Wise words

Finweek English Edition - - Advertising & Marketing -

TO THE UNINI­TI­ATED, fi­nan­cial ser­vices are some­thing of a mys­tery – and ad­ver­tis­ing of­ten fails to lighten the gloom. But that chal­lenge has spawned a dif­fer­ent style of ad­ver­tis­ing, in which an anal­ogy is drawn be­tween the prod­uct and a par­tic­u­lar set of val­ues. For ex­am­ple, in the first Old Mu­tual TV com­mer­cial by its new agency, Draftfcb Jo­han­nes­burg, a se­ries of vi­gnettes show peo­ple ac­quir­ing words of wis­dom in try­ing cir­cum­stances – such as Nel­son Man­dela pass­ing a note se­cre­tively to a fel­low Robben Is­land pris­oner, or Mother Theresa drop­ping a piece of paper car­ry­ing com­fort­ing wise words.

It’s the launch of a new brand di­rec­tion for Old Mu­tual, with the ob­jec­tive of broad­en­ing its ap­peal and con­nect­ing emo­tion­ally with mil­lions of clients and stake­hold­ers. Re­search sug­gested po­si­tion­ing Mu­tual as its clients’ most trusted part­ner. The core mes­sage: If you don’t get your fi­nances right, you can’t get your fu­ture right.

“To de­liver that essence we have to bring to bear the wis­dom we have gath­ered over the past 165 years to en­able our clients to have a pos­i­tive fu­ture and be the best they can be,” says cor­po­rate af­fairs di­rec­tor Crispin Sonn. “The key truth is in the new pay­off line: Do Great Things.”

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