It is easy for events such as these to be fractured in focus and to become formulaic and routine; and when they are, they fail to motivate, impress and engage the target audience.

Hero took the lead on staging a fully integrated campaign and empowering convention, which included Kilowatt as the interactive partner. At the core of the campaign was a bold strategic theme which positioned Old Mutual and its intermediaries in a completely different way – that of being revolutionists. The Real Customer Revolution put Old Mutual customers at the heart of everything that the business does. Every intermediary and employee is seen as a revolutionist, challenged to think differently, to love what they do and to do great things that make a positive impact on customers.

The courageousness of the theme demanded a daring execution that was innovative, slick, future-forward, fully engaging and utterly inspiring. Guest speakers and celebrity guests, including Dr Tim Noakes, Mark Pilgrim, Dr Susan Vosloo, Maya Fisher-French and Dr Vash Mungal-Singh, were selected for their revolutionary credentials. The new products were presented to show how they are revolutionary for the customer.

The Outcomes

Record-breaking attendance – more than 4500 delegates pre-registered online, and the attendance of 2232 delegates at the Johannesburg convention outstripped the competition by a significant margin.

Internet attraction – The micro-site hosted 10 872 unique visitors with a total of 41 923 page views.

Twitter attention - #omcustomerrevolution gained 319 462 impressions, and #omfightback notched up 15 654 impressions during the convention days.

Delegate feedback – those who attended the conventions rated the event a minimum of 8/10.

New product sales – sales of the Green Light product launched at the event are currently 25% ahead of forecast.

Theme gone viral – but, perhaps the greatest testimony to the success of the 2014 convention is that post-event Old Mutual employees have organically taken up The Real Customer Revolution, with staff in the Call Centres, Human Resources and Administration departments identifying themselves as ‘revolutionists’.

For more information on Hero, visit www.hero.co.za. Alternatively, visit and like their Facebook page and follow them on Twitter. One can also find Hero on YouTube and LinkedIn.