Old Mutual Ghana wins Marketing Initiative of the Year Awards


Among top entrants at the Ghana Insurance Awards, Old Mutual Ghana won the Marketing Initiative of the Year Award for its 175th Birthday Campaign.


Now in its 4th year, the Ghana Insurance Awards are organised annually by Xodus Communications to educate, encourage and reward excellence in the insurance sector.


Old Mutual’s 175th Birthday Campaign was rolled out across 13 African countries to celebrate this momentous milestone. Each country had its own specific goals. In Ghana, the objective was to drive awareness about the contribution made by Old Mutual to Ghanaian communities,” says Rita Boateng, Old Mutual Ghana Marketing Executive.


Three interconnected elements were used to drive the campaign. Firstly, social media to drive awareness and engagement by micro and nano influencers tasked with including information on Covid-19 safety protocols. Secondly, a free e-learning platform was launched in partnership with Vine Christian High. And thirdly, a donation of Gh150,000.00 worth of surgical gloves and masks was made to three hospitals in Accra and Kumasi. 


Seven institutions received donations of 175 ‘Veronica buckets’: Greater Accra Regional Hospital, Komfo Anokye Teaching Hospital, Tema General Hospital, 37 Military Hospital, Korle Bu Teaching Hospital, Children's Hospital and Accra Metropolitan.


According to Richard Abbey Jnr, Xodus Event's Director, “We are committed to fulfilling our obligation of building better, stronger and more reliable partnerships for future generations and recognising excellence in key industries. We congratulate the Old Mutual Ghana team for an exceptional campaign and commend every staff member who contributed to its delivery.”


The campaign, which ran from 13 August to 12 October 2020, received 6,241,514 impressions and a total reach of 3,962,012 on Twitter and Instagram.


“l’m extremely proud of the teams whose creativity and commitment have been recognised. It demonstrates the meaningful contribution our employees make to achieving our vision and purpose. Ultimately, our brand value stems from the trust customers place in us as well as the commitment of the employees who deliver on our promises.”


“We thank our customers and stakeholders for placing their trust and confidence in us. We are grateful for your support. It is our company’s aligned brand and financial strengths that enable us to remain resilient and focused on our purpose. Today, as our world faces unprecedented health and economic challenges, we believe it is the relationships and reputations built on trust and mutual respect that will lead the way towards a better future,” concludes Boateng.

Old Mutual Ghana wins Marketing Initiative of the Year Awards