First Mutual – Putting First Things First

First Mutual – Putting First Things First

Case Study 2: First Mutual – Putting First Things First

Challenge:

First Mutual Holdings Limited, a leading insurance provider, aimed to refresh its brand and differentiate itself in a competitive market. They wanted to emphasize their commitment to “Economic Dignity” and address concerns about financial independence, health insurance, and family protection.

 

Solution (Bergast House’s Approach):

Big Idea: “First Things First with First Mutual” – We tapped into Zimbabweans’ desire for security and well-being while acknowledging their financial constraints.
Messaging: We focused on how First Mutual’s affordable and transparent products allow customers to prioritize their health and family’s future without sacrificing their present needs.
Creative: We developed emotionally resonant ads featuring real-life stories showcasing the positive impact of First Mutual’s insurance products. These stories highlighted the brand’s commitment to empowering customers.

Channels: We utilized a mix of traditional and digital channels to maximize reach and resonate with the target audience.

 

 

Results:

Increased Brand Awareness: The campaign successfully raised awareness of First Mutual’s diverse product range and its commitment to economic dignity.
Lead Generation: The campaign drove a significant increase in inquiries and leads for First Mutual’s products.
Brand Perception Shift: First Mutual was perceived as more approachable, customer-centric, and relevant to the needs of ordinary Zimbabweans.

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