The result: a new look and feel for the short-term insurer which provides tailored insurance service to the personal, commercial and corporate markets in South Africa.
Richard Alcorn, ARM Advertising MD, says the team based the new "Live a Little" lifestyle campaign for Mutual & Federal on a fundamental truth: "Insurance policies differ and a good insurance policy from a financially strong insurer gives you peace of mind."
"On that basis, if you have a Mutual & Federal policy, the quality and comprehensive coverage it offers and the reputation it has for quick and fair claims settlement give you the peace of mind to live a little. It's a positive, inspiring, message coming through."
The ARM Advertising and Design team did some research and found that we all worry too much: about our children's education, our finances, crime, our jobs, the list goes on. On top of this there are many insurers who are aggressively selling their products. They realized that consumers are forgetting to enjoy their lives; to see the glass as half full; to simply live a little.
And so the essence of this campaign is about people enjoying themselves: "We have a mother and daughter together on a rollercoaster; parents spending quality time together while the children are out and a businessman experiencing a Zen moment in the city."
These three television ads are essentially the brand builders, while the print ads work a little harder at giving more reasons for buying a policy but remain true to the overall theme encouraging people to 'Live a Little'.
ARM Advertising creative director James Robinson says the agency wanted to get away from the traditional boring insurance message to a more conversational tone that was easier to relate to and the magazine ads developed for the campaign are examples of this new style.
Alcorn and Robinson created different messages for different magazines, so the wrap-around on FHM, for example, suggests steps on how to enjoy the magazine: "Kick off your shoes, lock the door, get a beer, check the centre spread" - which is the Mutual & Federal ad but specifically targeted at the young, 'gadget man' audience FHM attracts.
More than a dozen print ads have been developed to target niche audiences, from the young woman on a shopping spree to the businessman or farmer - all with a fun element,but specific to the market.
To carry the message through, SABC 2's Urban Brew will be running 12 episodes covering relevant topics, from talking about what a short term insurer is and why you need a broker, to how to tell if you are under or over insured.
The launch, comprising TV, print and enormous building wraps, follows an internal campaign and competition to ensure buy-in from staff.
Alcorn explains the synergy of the various campaign elements: "The 'Live a Little' theme runs through everything. A motivational internal campaign has helped remind staff to live a little; the slogan has even been modified to 'Live a Little, Give a Little' for the numerous social investment programmes supported by Mutual & Federal. This is a truly big idea that can be carried through future campaigns too."
