New ad campaign for Old Mutual humanises fund investment

Old Mutual's recently launched marketing campaign aims to create an emotional link with consumers by bringing to life the fund managers' personal investment in their own funds. With the key message 'Invest where our fund managers invest', it highlights that its fund managers 'eat their own cooking' and are 100% behind the decisions they make on behalf of clients. This integrated marketing campaign encourages customers to think about whether their money is in the right hands.

The campaign, created by FCB, will be rolled out using above-the-line media such as TV, print, radio and Out of Home advertising; as well as below the line, digital and public relations strategies. The campaign's TV commercial was filmed over two days in Braamfontein and the Johannesburg CBD.