Early Careers Campaign 2023

Old Mutual

South Africa

Old Mutual is one of South Africa’s foremost names in the financial service sector. The group has been using financial services for good for over 178 years.

As the business world and way of working continue to evolve around us, Old Mutual, like most businesses, relies on its talent to achieve its purpose and impact the world around it. Graduate skills form a crucial component of the group’s talent pipeline, which has seen Old Mutual aggressively recruit in the Early Careers space this year.

Along with general recruitment and building brand awareness, Old Mutual set out another imperative of shifting the perception of the brand amongst its Early Careers audience. In a dynamic and evolving category, Old Mutual has been perceived as somewhat of an ‘old man’  of the industry, lacking the innovation and progressiveness of some of their major competitors and thereby detracting from the overall employer brand proposition.

Our approach to the Early Careers talent segment saw us leverage a broader ongoing piece of work underway to shape Old Mutual’s overall employer brand proposition. Designed with our purpose at its core, our refreshed employer brand seeks to convey the impact we hope to have on our country and continent, placing our people at the heart of our narrative as its heroes.

Extrapolating from this base, we then developed a specific Early Careers communication strategy and conceptual campaign that was then rolled out across a diverse range of touchpoints, including exhibition stands, video content and social media.

Awards

  • SAGEA Award Winner 2023 – Best Integrated Campaign Gold Winner.
  • GradStar Student Choice Award 2023 – Top Graduate Employer in the insurance category.

We launched the #AuthorYourStory campaign on TikTok using influencers to engage the audience in a fun and interactive challenge.

Utilising the power of TikTok trends to effectively capture the attention and engagement of our target audience. By aligning our content with the latest viral challenges, dances, and trends on TikTok, we could tap into the platform’s immense popularity and reach.

We identified ‘popular amongst university students’ TikTok influencers who resonated with the Gen-Z audience and embodied the spirit of #AuthorYourStory.

Users not only had the opportunity to engage with trending content but also stood a chance to win instant Uber ride and Uber Eats vouchers.

An innovative booth was designed, featuring a futuristic element that allows visitors to experience stepping into a portal.

The booth included an infinity mirror constructed on the back wall, with an LED tunnel creating an infinity effect through reflections.

The 55” interactive screen was integrated around this captivating infinite mirror setup.

How it worked

  • Students were prompted to use their mobile devices to scan the QR code on the interactive screen.
  • The screen displayed a prompt, asking students to fill out the sign-up form visible on their mobile device.
  • Students input their information on their mobile device and then pressed the  submit button.
  • Once submitted, students were redirected to the AI interactive screen.
  • Derived from the student’s respective field of study, a captivating African tale will be presented, vividly demonstrating the significant influence that students’ career paths and roles can exert on the advancement and prosperity of Africa.
  • Upon selecting the riddle option, a riddle will be created on the screen using Chat GPT. The student will then be asked to pick the accurate answer from the multiple-choice options provided.
  • Upon a correct riddle answer, deserving students will be awarded prizes and/or branded giveaways.

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