Old Mutual South Africa: Nature of wisdom

In April 2010 Old Mutual, the largest insurance company in South Africa, launched a campaign called The Nature of Wisdom intended to appeal to the growing affluent market in the country.

Old Mutual South Africa: Nature of wisdom

Draftfcb South Africa

SUMMARY

This case study explores the nature of what it means to be successful in life. Old Mutual, a wealth protection and investment company, had been trying to attract the affluent market unsuccessfully for a few years. They had focused on individual material success. We repositioned the brand towards a new definition of success – one that focuses on the idea of a legacy, which is less concerned with how much money you’ve made, and more concerned about what you have done to make the world a better place. This...

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