2023/24 Campaign: Own Tomorrow

Richfield is an accredited private college that has been embedded in the South African higher education landscape for over 32 years, with 8 campuses nationwide. They offer qualifications in Information Technology, Business Management Sciences and Public Management, giving students the opportunity to specialise in various fields such as IT, Marketing Management, Accounting, Economics, Human Resources and Public Management. Richfield has made it a mission to empower young people throughout the academic journey by offering more than just a degree. This means career development opportunities on top of the student’s qualification, working with organisations such as IBM, AWS, CISCO, Oracle, and CIMA to enhance technological, digital, and critical thinking skills that will make students ready for the job market.

HKLM’s strategic & creative relationship with Richfield has spanned over 6 years, handling all brand and marketing material to ensure their mission is felt and lived out. The 2023/24 campaign was a way for Richfield to evolve the messaging approach and positioning to target a different audience while showcasing improved offering and qualifications. HKLM then created a 360° marketing campaign that focused on making the student the main character. Through strategic branding, the marketing material would showcase Richfield as the guiding light leading them to the possibilities of a brighter tomorrow.

Outside of its physical purpose, light has a deeper meaning within humanity. When we shine a light on something, its shapes and details are revealed instantly. Metaphorically, light acts as a guide towards what the future holds, helping us to see and understand who we really are. Once more, it acts as a source of insight into what’s possible for us as individuals. Using the torch within the Richfield identity as inspiration, we introduced a graphic device representing one moving from a place of uncertainty to a place of surety about what the future holds, thanks to the guiding light that Richfield provides. Richfield helps students to Own Tomorrow by lighting the way to a career filled with possibility and opportunity.

Another way we looked at this concept is the idea around how darkness keeps one stagnant. Given the socio-economic landscape South Africa has found itself in, it’s easy to see no way around the situation. However, education has the power to move one out of that darkness into a place where the future is plainly lit. When the future is clear, one becomes limitless and boundless.

Light acts as a guide towards what the future holds, helping us to see and understand who we really are.

Using the ‘Own Tomorrow’ brand messaging, we worked around what Own Tomorrow means for various people who have their own ideas of success, exploring the subjective nature of success and how it varies from person to person. Success in itself is determined by internal factors such as happiness, fulfilment, satisfaction, and meaning. Accompanying these factors are individual challenges and obstacles that one faces along the way, which may affect how fast they get to the finish line. Ultimately, we found that every individual wishes to attain a future that speaks to their personal aspirations, only then will the light truly have defined meaning.

To accompany the copy, we used eye-catching visuals that represent the various meanings of owning your tomorrow, such as starting a business, breaking generational curses, or finding your passion. The visuals are designed to appeal to the emotions and aspirations of the potential student, as well as to showcase the diversity and richness of Richfield’s offerings.

Street poles are usually displayed amongst high-speed/high traffic areas, meaning advertising has to get the point across as quickly as possible. Our approach for the street poles was to keep it simple and affective by speaking to Richfield’s various qualifications, specialisations, campus locations, and messaging around Richfield’s distance and contact learning offerings to communicate the flexibility of the institution when it comes to learning

The campaign extended into printed brand and marketing materials such as prospectuses, brochures and leaflets, communicating the various offerings that Richfield provides.

Early Careers Campaign 2023

Old Mutual is one of South Africa’s foremost names in the financial service sector. The group has been using financial services for good for over 178 years.

As the business world and way of working continue to evolve around us, Old Mutual, like most businesses, relies on its talent to achieve its purpose and impact the world around it. Graduate skills form a crucial component of the group’s talent pipeline, which has seen Old Mutual aggressively recruit in the Early Careers space this year.

Along with general recruitment and building brand awareness, Old Mutual set out another imperative of shifting the perception of the brand amongst its Early Careers audience. In a dynamic and evolving category, Old Mutual has been perceived as somewhat of an ‘old man’ of the industry, lacking the innovation and progressiveness of some of their major competitors and thereby detracting from the overall employer brand proposition.

Our approach to the Early Careers talent segment saw us leverage a broader ongoing piece of work underway to shape Old Mutual’s overall employer brand proposition. Designed with our purpose at its core, our refreshed employer brand seeks to convey the impact we hope to have on our country and continent, placing our people at the heart of our narrative as its heroes.

Extrapolating from this base, we then developed a specific Early Careers communication strategy and conceptual campaign that was then rolled out across a diverse range of touchpoints, including exhibition stands, video content and social media.

Awards

SAGEA Award Winner 2023 – Best Integrated Campaign Gold Winner.
GradStar Student Choice Award 2023 – Top Graduate Employer in the insurance category.

We launched the #AuthorYourStory campaign on TikTok using influencers to engage the audience in a fun and interactive challenge.

Utilising the power of TikTok trends to effectively capture the attention and engagement of our target audience. By aligning our content with the latest viral challenges, dances, and trends on TikTok, we could tap into the platform’s immense popularity and reach.

We identified ‘popular amongst university students’ TikTok influencers who resonated with the Gen-Z audience and embodied the spirit of #AuthorYourStory.

Users not only had the opportunity to engage with trending content but also stood a chance to win instant Uber ride and Uber Eats vouchers.

An innovative booth was designed, featuring a futuristic element that allows visitors to experience stepping into a portal.

The booth included an infinity mirror constructed on the back wall, with an LED tunnel creating an infinity effect through reflections.

The 55” interactive screen was integrated around this captivating infinite mirror setup.

How it worked

Students were prompted to use their mobile devices to scan the QR code on the interactive screen.
The screen displayed a prompt, asking students to fill out the sign-up form visible on their mobile device.
Students input their information on their mobile device and then pressed the submit button.
Once submitted, students were redirected to the AI interactive screen.
Derived from the student’s respective field of study, a captivating African tale will be presented, vividly demonstrating the significant influence that students’ career paths and roles can exert on the advancement and prosperity of Africa.
Upon selecting the riddle option, a riddle will be created on the screen using Chat GPT. The student will then be asked to pick the accurate answer from the multiple-choice options provided.
Upon a correct riddle answer, deserving students will be awarded prizes and/or branded giveaways.

Explanatory film: The story of Paul

Roche Diagnostics plays a leading role in many areas of cardiovascular disease by providing total IVD solutions across the cardiovascular continuum.

The cardiac branding campaign emphasized the importance of the diagnostics insulation in cardiac area and the impact on disease management. The cardiac branding campaign named Sharing hope is focused on strengthening Roche Diagnostics’ leadership in heart failure and generating awareness of NT-proBNP. This new marketing initiative highlights the emotional journey that patients and physicians face in heart failure, and the contribution of NT-proBNP along this disease journey.

We developed the cardiac explanatory film to tell the story of the Paul, the patient, and the management of his chronic heart failure. We developed the script based on the campaign narrative and created a friendly, approachable and relatable illustration style and animation to fit with the campaign messaging, to share hope. The story of Paul helps patients see that they can live a full life with better patient management of chronic heart failure through regular visits to a cardiologist and the use of cobas® h 232 to monitor NT-proBNP