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.”