MiWay's marketing campaign launched on 24 February 2008, masterminded by Oliver McIntyre Advertising to roll out across print, radio, television, billboards and a sitcom-style infomercial. Closing the circle to a full 360 degree campaign is an active PR campaign implemented by Channel Managed PR.
The concept of the name “MiWay” was a logical outcome, following the brand strategy which focuses on the individual. Time magazine dedicated 2007 to the year of the individual, with the magazine cover featuring a mirror reflecting the reader's image. In this, the ethos behind the brand rests heavily on a growing collective consciousness that celebrates people as individuals. As a result, the brand is being positioned as forthright and the art direction deliberately individualistic, quirky, simple and uncluttered.
The MiWay brand colour, cerise pink, is strong, modern and vibrant – in order to exude edginess inherent in the brand and make exactly the kind of statement which defines the individualistic and fresh approach that this brand is bringing to the financial services market.
The message brought across in the teaser billboard campaign with slogans such as “Insurance bonuses are about to become out-dated” and “The only insurance company that rewards you for being you” are intended to highlight the straightforward, witty, self-effacing and clear message that the brand aims to communicate.
The TV ad was completed in collaboration with producer Caroline Crowther and South African animation company LUMA. The advert features Mildred, a little, old lady who desperately tries to avoid accidents. Through no fault of her own, however, she finds herself prey to unforeseen forces that come upon her no matter how hard she tries to avoid them. The overarching message of the ad is that you do get the rewards you deserve whether a tree jumps in front of you or not.
To ensure maximum brand activation, MiWay commissioned its very own song, which ties in with the radio campaign. The song was originally sung by Wade Engelbrecht, with the lyrics being written by Oliver McIntyre. Recorded by Robroy, it is supposed to appeal to an audience who know what they want out of life, and the lilt of the tune, “I like it MiWay”, can also be heard in the TV spot.
The MiWay infomercial allegedly brings the “soapie style” to South Africa for the first time. It showcases different people and highlights their unique needs. The infomercial is a slice of life, showing each individual's choice of the way they like their coffee and systematically working through the real issues faced by different people when looking for insurance. Rather than the common hard-hitting approach, it refers to real people and real life situations while highlighting MiWay's offering and discussing at length the products they offer.
The MiWay website (www.miway.co.zahas a compliments and complaints section where the general public can openly air their opinions online. It is said to be the first kind of transparent communication with the public ever seen in the financial services sector, proving that MiWay is celebrating the individual and what the individual thinks. This breaking approach reflects not only the high level of service given to clients but is also a self-monitoring and motivational system for staff. It outrightly states that the focus of MiWay is to respect and celebrate its clients as well as its staff.
