MUTUAL & FEDERAL: LIGHTING UP JO'BURG

2015

When South African citizens were plunged into darkness because of electricity shortages, Carat helped Mutual & Federal become a literal beacon of light, spreading the message that insuring your assets ensures a brighter future.

ZA
g Results Leads from the first month of the campaign (August) until the last (November) more than doubled.

The CHALLENGE - THE BRAND WAS SHROUDED IN DARKNESS

Brand Health research showed that consumers were not sure what Mutual
& Federal stood for, who they are and how they can help them insure their
assets.

THE TASK

Create awareness of the brand and its service offerings.

THE SOLUTION – LIGHTING THE WAY

Mutual & Federal believe that the best way to earn the trust of their customers and brokers is by actively demonstrating that they care. Crime and Load shedding are daily challenges that put consumers’ lives and assets in danger every day and they wanted to ease this burden. So, CARAT partnered with the largest impact OOH supplier to source impactful sites in high-traffic areas in Gauteng; a key region for growth. These sites weren’t just there to create impact and generate awareness; they provided a service to the community. The sites were solar powered and lit up at night to light to consumers during load-shedding. In doing so, we were able to provide safer roads and sidewalks whilst educating consumers about the Mutual & Federal brand and ultimately building brand trust. The installation of a 120m board in the heart of Sandton during its 2015 Eco Mobility Festival provided a lit path for pedestrians at night. The board, running the length of a pedestrian walkway, was solar powered and included sensors that lit up as people passed by. This was supported by Sky Towers that lit major freeways and main arterial routes as well as the area around the M&F building in the heart of the JHB CBD. We also partnered with AdReach to illuminate busy intersections with animated street pole ads to assist during peak traffic periods when road lights went out. The campaign was scaled using Twitter to extend the brand message to consumers. By turning a national crisis into an opportunity, we helped Mutual & Federal explain their story, and help plenty of Johannesburgers along the way.

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