Old Mutual Insurance FIA Awards Activation


The Maslow Hotel

Target Audience

Insurance Brokers


August 2019


  • Strategy & Concept Development
  • Design
  • Production
  • Printing
  • Installation
  • Project Management
  • Activation Management



Old Mutual Insure is one of the leading South African short-term insurance companies, with a history dating back more than 180 years. Old Mutual Insure will be upgrading two of its flagship products namely; personal and commercial insurance.


The Brief

To create a fun, vibrant marketing activation with a competition mechanism for the FIA (Financial Intermediary Association –, which is one of the prestigious events in the insurance industry that took place on the 1st of August 2019.

The main objectives of the activation were to ignite enthusiasm and connect with brokers and advisors and allude to ‘something new and exciting is coming’ i.e. insurance product upgrades.

The key message ‘making it easier for our brokers to do business with us’

Our Approach

Enter the competition by taking a photo at the Old Mutual Insurance photo booth – magazine cover.

This activation created awareness of the product upgrades through an engaging, intriguing aspirational setting; which depicts the positive results the product UPGRADE has on broker’s lifestyle.

Delegates were encouraged to take a photo of themselves on the cover of an industry relevant publication (INTERMEDIARY BULLETIN) representing a successful broker in the industry.

The headline articles featured on the magazine indicated an exciting Old Mutual Insure Product Upgrade.

The Results

The campaign objectives were achieved by sparking interest and engagement amongst brokers.

MDOT estimated 100 prints for the OId Mutual Insurance FIA Awards Activation – on the evening over 200 prints were handed out to brokers at the event. The activation engaged with 100 more brokers at the event than originally estimated.

R2 000 Sandton Shopping Centre vouchers were handed out to the best male and female covers.

The photos were printed out after the photoshoot, which ensured longevity of the product upgrade awareness to the brokers.

Despite the tight deadline of a two-week lead time, the project was a great success with many brokers thoroughly enjoying the activation with their colleagues and other brokers in the industry.