MULTI-MARKET CORPORATE + RETAIL CAMPAIGN 

Challenges:
Client competitors in markets are very strong with local and international providers. Old Mutual was a late entry to market.

The greatest challenge remained educating the TA on the product and the mechanics of investing via a Mobile platform.

Insight
The reality was investments require a lot of trust, especially when dealing with a Majority Mass Market it becomes challenging to foster that trust.

Target 
Mass Market with aspirations for better future, a mixture of early in career singles, newly married and stable homes in key Markets: Botswana, eSwatini, Ghana, Kenya, Malawi, Namibia, Zimbabwe

Solve
Our Approach we utilized 3 ATL Channels. (Digital remains in-house via client across all the markets)

Outdoor (Digital and Large Format) = 120 BB across BB across Multiple Markets, Campaign Period over 9 Months, Budget Spent @ R15mill

Radio = 16 x Radio Station across the markets, 10 000 x 30sec spots over 9 Months, 100 x 10 minute Product interview, Budget Spent @ R7mill

TV = 6 x TV Stations across the Markets, 750 x 30 second Spots over 3 months, 20 x 10 minute Product Interviews, Budget Spent @ R3.5Mill

Performance:
Outdoor (Digital and Large Format) = Urban Reach @ 30%
Radio = National Reach @ 70%
TV =National reach @ 25%