According to the group, when analysing the investment category, two interesting trends were highlighted.

Firstly, there is little differentiation within the category. Secondly, for decades, the category has been preaching patience and time.

The absence of a strong call to action and urgency to invest immediately was stark, says the group. In promoting patience and time, the category inadvertently created a languid and passive audience.

This explains why investing is something most people seem to leave for 'later in life'. Thus the campaign reminds South Africans that good things come to those who don't wait to invest.

"Based on the findings of our research, we were inspired to move away from the traditional retirement savings messaging and break new ground. We're passionate about helping our clients achieve financial freedom and our new campaign aims to inspire people to take action to live the life they dream of, sooner. Basically, we are asking, 'What are you waiting for'," says Wendy Bergsteedt, group head of marketing at Coronation.

Bergsteedt adds, "Our message to all South Africans is that it is never too late to start investing towards the lives they dream of." 

The TV commercial evokes old-school 'destination' advertising and is shot in a style of classic reminiscent, nostalgic excursions to bucket-list destinations.



"This unique campaign takes Coronation's brand values of integrity and long-term thinking to a whole new level. What's more, it is a shining example of cracking the traditional mould of advertising and fostering borderless creativity," says Bergsteedt.

"The concept of borderless creativity found expression in the collaboration we forged with Ahmed Tilly from Number 10 — a creative consultancy and Ogilvy Johannesburg. With Ahmed at the helm of the campaign, supported by the team from Ogilvy Johannesburg, we believe a non-conventional, innovative and truly creative product was born," Bergsteedt adds. 

"The work that our agency partners have created cuts through the clutter of traditional messaging around investing — positioning Coronation as a brand that inspires people to see investing in a fresh and accessible way that can yield more tangible rewards than the far-away event of retirement," concludes Bergsteedt.

For more information, visit www.coronation.com. You can also follow Coronation Fund Managers on Facebook.