OverviewCase Studies
Mutual & Federal
Background
Mutual and Federal is a short-term insurance company that was established in 1831. The company has stayed ahead of the times and is today the second biggest short term insurance company in South Africa.
Business challenge
The South African short-term insurance market is going through changes. Mutual & Federal needs to reposition itself to better serve the broader and more diverse emerging insurance market.
Strategic solution
A new marketing communications approach was developed for Mutual & Federal with the aim of connecting with the changing market. The communications approach was to tap into consumers emotions by communicating just how relevant Mutual & Federal is, related to people’s daily lives.
Single-minded message
Insuring the consequences
