Coronation Fund Managers shakes up their category with the launch of their new advertising campaign. This vibrant creative execution is aligned with one of their simple and clear business objectives: “Inspire people to invest”.
When analysing the investment category, two interesting trends were highlighted. Firstly, there is little differentiation within the category and secondly, for decades the category has been preaching patience and time. The absence of a strong call to action and urgency to invest immediately was stark. In promoting patience and time, the category inadvertently created a languid and passive audience. This explains why investing is something most people seem to leave for “later in life”. Thus, in a display of borderless creativity, the campaign reminds South Africans that good things come to those who don’t wait to invest.
“Based on the findings of our research, we were inspired to move away from the traditional retirement savings messaging and break new ground. We’re passionate about helping our clients achieve financial freedom and our new campaign inspires people to take action to live the life they dream of, sooner, by investing with Coronation today. Basically, we are asking: what are you waiting for?” comments Wendy Bergsteedt, Group Head of Marketing at Coronation.
“Our message to all South Africans is that it is never too late to start investing towards the lives they dream of.”
The TV commercial evokes old-school ‘destination’ advertising and is shot in a style reminiscent of classic, nostalgic excursions to bucket list destinations. The cast: extravagant travelers who are simply too old to truly enjoy life’s big rewards after waiting too long to invest. The casting process was central to the success of the production, and both the youthful and older actors were selected for their inherent “joie de vivre” and innate ability to resonate with the creative ethos and the messaging. As a result, the shoot was marked by camaraderie, teamwork, and a firm commitment by both the cast and production crew to deliver work of the highest calibre.
“This unique campaign takes Coronation’s brand values of integrity and long-term thinking to a whole new level. What’s more, it is a shining example of cracking the traditional mould of advertising and fostering borderless creativity,” continues Bergsteedt.
“The concept of borderless creativity found expression in the collaboration we forged with Ahmed Tilly from Number 10 – A Creative Consultancy and Ogilvy Johannesburg. With Ahmed at the helm of the campaign, supported by the team from Ogilvy Johannesburg, we believe a non-conventional, innovative, and truly creative product was borne. This proved once again, that collaboration is key to the creative process and can help brands to collectively build the much-needed brand equity.” “The work that our agency partners have created, cuts through the clutter of traditional messaging around investing – positioning Coronation as a brand that inspires people to see investing in a fresh and accessible way that can yield more tangible rewards than the far away event of retirement,” concludes Bergsteedt.
While artfully depicting a footloose, global lifestyle, this larger-than-life advertisement was shot locally at exquisite locations in and around Cape Town. Steeped in nostalgia, it captures the essence of living the kind of life we all work so hard for. Most importantly, it reminds us that “Yes, this is the life, and life is for living. So…. What are you waiting for?”
To view the TVC click here.
