Old Mutual: Ampd by Old Mutual collaboration & culture

Financial institution Old Mutual built a cultural hub in South Africa to drive relevance among the young aspiring artists, creatives and professionals it sought to target.

Campaign details

Brand: Old MutualBrand owner: Old MutualEntrant company: HaveYouHeard, Cape TownMedia: HaveYouHeard , Cape TownMarket: South AfricaSector: InsuranceMedia channels: Events & experiential, Social media, Websites & microsites, Word of mouth,influencersBudget: Up to 500k

Executive summary

Financial institution Old Mutual is one of South Africa's oldest mutual funds and, as such, has struggled to attract young people to its products and services. To address this, we built a cultural hub in the Maboneng area of Johannesburg – a centre for alternative expression adopted by the...

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