Metropolitan, one of South Africa’s leading long-term insurers, has launched a new television advertising campaign which acknowledges how far South Africans have come and seeks to inspire them to go even further. Conceptualised by award-winning Cape agency 140 BBDO, the campaign includes location-specific outdoor advertising in support of the emotive messaging.
Metropolitan Brand Executive, Belinda Faulkner says that the business goals for the campaign were clear. “Ultimately, we wanted to illustrate how we as an organisation have evolved, how we are meeting the needs of our customers and providing them with an enhanced service.”
Metropolitan is the third largest financial services provider in South Africa and operates in over twelve African countries. “We have a solid reputation in the market and customers trust us to provide relevant products and services that meet their needs to help them shape their future. Our success is a result of our in-depth understanding of the market and our commitment to deliver on our promises. When we started a research project that would help us gain a deeper understanding into the psychology behind the financial decisions made by our market, our goal was to ensure that we continued to meet our customers’ needs and provide them with products and services they truly needed. The research results were instrumental in also developing this campaign. We gained a much better understanding of where our market is emotionally,” says Faulkner.
“We realized that as South Africans, we have come such long way, we have achieved quite a bit over the past few years and it is time we acknowledged those milestones, so we can look forward to the journey ahead. That revelation marked the birth of our campaign: South Africa you’ve come a long way. Now let’s go even further,” she says.
“For Metropolitan, this brand campaign is not just a proposition, but we truly believe in helping our customers and their communities to confidently shape their future towards economic freedom. By partnering with Metropolitan, we can take them even further on their journey to reach their financial goals,” adds Faulkner.
Eric D’Oliveira, Managing Director at 140 BBDO, says that the campaign is much more than just a re-launch of the Metropolitan brand, but rather an appeal to South Africans’ pride in their achievements, despite the daily struggles they face.
The new campaign includes a new television commercial which flights on South African television screens from the month of August. “The television commercial acknowledges the everyday South African who is working hard to provide for his or her family, enabling their children to be educated, providing a home and working towards leaving a legacy,” says Ivan Johnston, Executive Creative Director at 140 BBDO. “The strategy supports the key pillars of Metropolitan’s foundation – a track record of 114 years and an unrivaled level of service and delivery.”
The outdoor advertising component features transport branding and billboards. The outdoor advertising has been created to communicate local and community-focused messaging. Johnson says an example of this is the billboard being placed in Soweto. “Metropolitan already has a strong awareness and client base in Soweto, so the billboard will read, ‘Soweto, you’ve come a long way. Now let’s go even further’.”
“We believe that it’s the right time for us to be communicating with South Africans with this strong and emotive messaging. 140 BBDO understands the ethos of our company and our new partnership has resulted in us being able to proudly launch this campaign,” says Faulkner.