UAP OLD MUTUAL: Good Company Campaign

Credits & Description:

Media: Film
Client: Uap Old Mutual
Product: Uap Old Mutual Brand
Agency: Squad Digital Nairobi, Kenya
Entrant: Squad Digital Nairobi, Kenya
Product/Service: Uap Old Mutual Brand
Idea Creation: Squad Digital Nairobi, Kenya
Media Placement: Squad Digital Nairobi, Kenya
Pr: Squad Digital Nairobi, Kenya
Production: Enos Olik Productions Nairobi, Kenya
Business Director: Svetlana Polikarpova (Squad Digital Limited)
Account Manager: Racheal Njoroge (Squad Digital Limited)
Copywriter: Brian Koyoo (Squad Digital Limited)
Community Manager: Keith Mwangi (Squad Digital Limited)
Creative Designer: Sam Njuguna (Squad Digital Limited)
Media Buyer: Gideon Murema (Squad Digital Limited)
Creative Designer: Isaiah Wakoli (Squad Digital Limited)
Media Planner: Kenneth Mworia (Squad Digital Limited)
Front End Developer: Wasiim Al Haddad (Squad Digital Limited)
Front End Developer: Lawrence Mugambi (Squad Digital Limited)
Back End Developer: Zachary Kiuna (Squad Digital Limited)
Creative Director: Phillip Ranja (Squad Digital Limited)
Managing Director: Manish Sardana (Squad Digital Limited)
Chief Technology Officer: Vimal Kaul (Squad Digital Limited)
Video URL: https://www.facebook.com/UAPOl...
The Campaign:
The melody of a good voice will touch you but the power of great harmony will move you. Redforth Chorus was already changing the music scene in Kenya with their voices with one harmony by making covers of popular songs. We entrusted them with coming up with an original song that would demonstrate the power of good company using what they did best, music.
Creative Execution:
Implementation
Use the Redforth Chorus as influencers to compose a song and music video that would communicate the brand proposition, Good Company. We would then invite the public to not only recreate the song but also celebrate their own Good company through a microsite.
Timeline
12th October 2016 to 30th November 2016
Placement
Kenya being a mobile first nation, we needed to use social platforms that spoke to this truth. With Facebook views overtaking Youtube views, it was necessary to launch our video on this platform to achieve a higher reach and shares while directing traffic to our microsite. The Social Video placement was on both YouTube and Facebook pages. Media was ran on Facebook, Twitter, Youtube and the Google Display Network to direct traffic to the microsite and social video.
Within two weeks we received over 500000 who resonated with our message. The Campaign reached a total of 3467404 people with an engagement of 180572. Social conversations around the brand rose by over 200%.
We challenged the Redforth Chorus - a Kenyan based independent education institution for popular, classical and traditional music - to compose a song to communicate our client’s new brand proposition. The new brand proposition dubbed ‘Good Company’ was to position the brand as good company to internal/ external clients as well to each other following a merger between three different corporates (a bank, an insurance company and an investments company) to form a one - stop financial solutions provider.
Grab the attention of our audience using a non - conventional way to the corporate world and tell a story of our new brand identity thus creating awareness of our new promise. The solution was the use of acapella music sang by an influential local choir.