Blog List

25th, 27th and 29th May 2026

Client: Old Mutual Malawi

Assignment: Campaign Conceptualisation, Event Coordination and Internal Engagement Management

Solution:
In May 2026, Old Mutual Malawi entrusted Mirage PR to conceptualise and execute a nationwide Africa Day campaign that celebrated not only the continent’s rich cultural heritage but also two significant milestones in the organisation’s history of 181 years of the Old Mutual Group and 72 years of Old Mutual’s presence in Malawi.

The campaign was designed to honour Africa’s identity, rooted in resilience, diversity, unity, and shared progress, while reinforcing Old Mutual’s longstanding commitment to empowering communities and creating positive futures. Through a series of immersive employee engagements across Blantyre, Lilongwe, and Mzuzu, Mirage PR transformed Africa Day from a commemorative occasion into a memorable celebration of culture, heritage, and belonging.

Held under the broader theme of celebrating African identity and Old Mutual’s enduring legacy, the activations encouraged employees to embrace their cultural roots by wearing traditional African attire and sharing locally prepared meals with colleagues. What began as a cultural celebration quickly evolved into a series of unforgettable experiences designed to surprise, engage, and unite employees across the country.

The campaign officially launched in Blantyre on 25 May 2026, where employees arrived expecting a traditional Africa Day celebration. Instead, they were treated to a carefully curated programme filled with unexpected moments and immersive cultural experiences. A standout highlight was a surprise flashmob activation featuring an acapella group disguised as firefighters responding to what appeared to be a routine fire drill. As the unsuspecting crowd gathered, the performers broke into song, transforming the moment into a captivating celebration that instantly energized the audience.

The excitement continued with vibrant performances from traditional dance groups, urban dance crews, and live musical acts that brought African culture to life through movement, music, and storytelling. Branded culinary stations served a variety of local delicacies, creating a shared dining experience that encouraged interaction and strengthened employee connections.

The celebrations moved to Lilongwe on 27 May 2026, where Mirage PR recreated the Africa Day experience while tailoring it to the local audience. Employees were welcomed into a fully branded environment complete with a dedicated photo booth, professional photography, and cultural installations designed to encourage participation and engagement.

A highlight of the Lilongwe activation was the authentic bwandiro-inspired experience, featuring local food stations and traditional meals that celebrated Malawi’s culinary heritage. Live cultural performances, urban dancers, and a local band created an energetic atmosphere throughout the day, ensuring that the celebration remained immersive and memorable from start to finish.

The final leg of the campaign took place in Mzuzu on 29 May 2026, extending the celebration to Old Mutual’s Northern Region workforce. Employees were welcomed into a vibrant cultural experience featuring traditional performances, interactive engagements, local cuisine, and dedicated content creation opportunities through photography and videography.

The Mzuzu activation successfully brought together employees from across the region, creating meaningful moments of connection while reinforcing the values of unity, inclusivity, and cultural appreciation that underpin both Africa Day and the Old Mutual brand.

Across all three cities, Mirage PR ensured a consistent campaign experience while adapting activations to reflect the unique character of each location. Through culture, music, food, storytelling, and shared experiences, the campaign successfully celebrated Old Mutual’s legacy while creating memorable moments that strengthened employee engagement and organisational pride.

Another successful execution in the books, demonstrating Mirage PR’s ability to design and deliver large-scale internal engagement campaigns that connect people through culture, create memorable brand experiences, and bring organisational values to life.

Highlights of the Campaign

• Successful conceptualisation and rollout of a nationwide Africa Day campaign celebrating Africa Day, Old Mutual’s 181-year Group legacy, and 72 years of operations in Malawi.
• Simultaneous activation across Blantyre, Lilongwe, and Mzuzu, ensuring consistent brand messaging and employee engagement across all key regional offices.
• Surprise flashmob experience featuring disguised performers that transformed a routine fire drill into one of the campaign’s most memorable moments.
• Live cultural entertainment including traditional dance troupes, urban dancers, acapella performers, and live musical acts that celebrated Africa’s rich cultural diversity.
• Professionally branded photo booth experiences deployed across all three cities, creating engaging content opportunities for employees.
• Authentic culinary activations featuring locally inspired food stations, traditional dishes, and the popular Mutual Meals concept that encouraged participation and cultural exchange.
• High employee participation levels, with strong engagement across all regions through cultural attire, shared experiences, and interactive activations.
• Professional photography and videography coverage that captured key moments and ensured consistent storytelling throughout the campaign.
• Development and delivery of a combined campaign highlight video showcasing the celebrations across Blantyre, Lilongwe, and Mzuzu.
• Extensive traditional and digital media coverage that amplified the significance of the celebrations and highlighted Old Mutual’s 181-year African legacy and 72-year presence in Malawi.
• Same-day delivery of social media reels, highlight videos, and campaign content to sustain momentum and maximise audience engagement throughout the activation period.
• Successful reinforcement of Old Mutual’s commitment to diversity, inclusion, cultural appreciation, and community-building through meaningful employee experiences.

14th March, 21st March and 28th March, 2026 

Client: NICO Group

Assignment: Event management, Event coordination

NICO Group launched the One NICO Lived Experience, an internal culture initiative designed to strengthen unity across its diverse subsidiaries under the One NICO philosophy. To bring this vision to life, the Group partnered with Mirage PR to conceptualize and execute a multi-city employee engagement campaign that would translate strategy into a lived, shared experience.

Mirage PR developed a dynamic, multi-layered concept built around participation, symbolism, and collaboration. Employees from different subsidiaries were intentionally mixed using a colour-coded system, with wristbands assigning seating and team groupings. This ensured that staff engaged beyond their usual teams, encouraging cross-functional interaction and reinforcing the idea of One Group, One Standard, One Lived Experience.

The experience began with powerful ceremonial entrances, where traditional dancers escorted Group leadership and subsidiary CEOs carrying their respective flags. The moment visually represented unity in diversity—individual brands converging into one collective identity. This theatrical opening set the tone for an immersive experience focused on collaboration, shared values, and internal alignment.

Interactive Experience Design

Mirage PR crafted a series of high-energy, purpose-driven challenges designed to reinforce the One NICO philosophy. These included the Synergy Sprint, where teams solved a dynamic word-search featuring terms from various business units to emphasize collaboration and cross-functional understanding. The Integrity Grid required participants to open a locked vault using logic and ethical decision-making, reinforcing values of transparency and disciplined execution. Finally, The Innovation Hub challenged teams to answer complex questions creatively, pushing them to think differently and collaborate under pressure in alignment with the Group’s forward-thinking culture.

Multi-City Execution

To ensure inclusiveness and full workforce participation, the campaign was rolled out across three cities: Blantyre (approximately 800 employees), Lilongwe (350 employees), and Mzuzu (130 employees). This consistent experience across multiple locations demonstrated Mirage PR’s ability to scale a large-scale concept while maintaining high production quality, engagement levels, and brand consistency throughout the entire Group.

Full Production & Experience Management

Mirage PR delivered end-to-end execution, managing every aspect of the production process. This included creative concept development, stage and set design, event branding, and the full run of show and scripting. They also handled voice-over and sound effects production, the development of a theme song with performance coordination, interactive game design, traditional dancer coordination, and a CEO flag ceremony. Furthermore, the agency managed all printing, fabrication, event hosting, and on-site production, as well as comprehensive videography and photography.

Impact and Media

A standout feature was the One NICO Lived Experience theme song, performed by NICO Group artists, which served as a defining element of the experience and reinforced the emotional connection to the initiative. The campaign’s success attracted significant media attention across television and online publications, successfully amplifying the internal initiative into a broader brand moment for the Group.

Campaign Highlights

• Interactive games captivated audiences across all three cities, creating excitement and strong employee engagement.
• Traditional dancers added cultural richness and elevated leadership entrances with memorable visual storytelling.
• Production leads were clearly identified with name tags, improving coordination and operational efficiency.
• Branding and décor execution consistently brought the One NICO Lived Experience concept to life across venues.
• The One NICO Lived Experience theme song became a crowd favourite and strengthened emotional resonance.
• Cross-subsidiary seating successfully encouraged collaboration and interaction among employees.
• Strong attendance across all cities demonstrated high internal buy-in and enthusiasm.

The Result

The campaign successfully transformed the One NICO philosophy from a strategic message into a shared organisational experience. Employees engaged across subsidiaries, leadership visibly championed unity, and the Group delivered a consistent cultural moment across multiple locations.

22nd April, 23rd April and 24th April, 2026 

Client: One NICO Group

Assignment: Event coordination, Event Management, Creative Design 

Solutions: On 23rd April 2026, NICO Group, as a Lead Sponsor of the MCCCI Business Leaders Summit, participated in the three-day conference held at Sunbird Nkopola in Mangochi. The summit brought together key industry players, decision-makers, and business leaders, providing a strong platform for strategic engagement and brand positioning.

As a lead sponsor, NICO Group maintained a visible presence throughout the event, leveraging multiple touchpoints to showcase its diverse portfolio of services. This included curated brand placements, intentional audience engagement, and an evening cocktail that provided an additional platform for high-level networking and stakeholder interaction. Through these activations, the Group reinforced its position at the forefront of financial innovation and thought leadership.

To bring this vision to life, NICO Group engaged Mirage PR to conceptualize and execute a compelling experiential framework that went beyond traditional sponsorship and created meaningful brand interactions.

The event commenced with the MCCCI Business Leaders Summit conference, where the NICO Group participated as a lead sponsor. The Group achieved strong brand visibility throughout the session, strategically positioning itself among key industry leaders and reinforcing its presence within Malawi’s business and financial ecosystem.

As part of the programme, NICO Group also participated in a high-level panel discussion, which was moderated by Temwani Simwaka, CEO of NBS Bank. The discussion offered valuable insights into leadership, sector developments, and the evolving financial services landscape, further reinforcing the Group’s thought leadership positioning.

Following the conference, stakeholders were hosted to a curated cocktail experience by the NICO Group. The experience was designed to create a relaxed yet premium engagement environment, allowing guests to interact meaningfully with the brand and its leadership.

To further enhance engagement, Chimwemwe Kanyenda facilitated a structured interactive icebreaker activity. This mock engagement exercise served as a dynamic conversation starter, encouraging participation, breaking formal barriers, and setting an energetic tone for stakeholder networking.

The experience was further elevated by a live performance from Nathaniel “Chalu Chalu”, whose set brought energy and vibrancy to the evening, creating a memorable atmosphere for guests and concluding the event on a high note.

Highlights 

• The cocktail setup was completed on time, and any adjustments made went unnoticed by guests. The décor and ambience were also commended by the CEOs as well as attendees

• The addition of QR codes during the event was a strong enhancement, allowing guests to easily access the landing page.

• Mirage PR demonstrated quick turnaround time in supporting media coverage despite the late request.

• The performance by Nathaniel Chaluchalu enhanced the exclusivity of the event and was a great addition to the evening.

• Conference branding was completed in ample time, allowing for a polished setup.

• The card game interactive activity was well thought out and enjoyed by attendees. This unique element enhanced engagement and contributed positively to the overall event experience.

• The Mirage PR team ensured attendees were well catered for, with all event elements closely monitored. The team also coordinated AV support with hotel management and managed reconciliations, ensuring everything remained in check.

7th March, 2026

Client: Old Mutual 

Assignment: Event coordination and event management

Solution: On 7 March in Blantyre, Old Mutual entrusted Mirage PR to conceptualise and coordinate the Triple Crown Legacy — a farewell cocktail honouring three distinguished outgoing directors. More than just an event, it was a thoughtfully crafted experience celebrating leadership, legacy, and lasting impact

The Triple Crown Legacy theme was intentionally developed to reflect the remarkable contributions and enduring influence of the outgoing directors. Every element was curated with purpose. Mirage PR designed and delivered bespoke gifts for the occasion, including engraved glass awards and custom portraits timeless keepsakes that honoured their journeys.

A standout moment of the evening was the reflections segment, an immersive storytelling experience that brought personal milestones, achievements, and tributes to life. It elevated the event beyond a formal send-off into a powerful celebration of legacy.

Another successful execution in the books, demonstrating Mirage PR’s strength as a leading marketing and communications agency, focused on delivering experiences that are not only seamless, but meaningful and memorable.

Highlights of the campaign 

• Hand painted portraits for two of the directors and 3 engraved awards for the outgoing directors 
• The collective tapestry was a great interactive activity on the day and provided for a very lively engagement 
• The decor and ambiance matched what was conceptualized for the Triple Crown Legacy theme – it moved from just an ordinary farewell cocktail to a spectacle 
• Live band performance that brought a touch of elegance to the event
• Mirage PR also handled the run off show including the LED screen and PA System 
• Videography and Photography captured the elegance of the event perfectly and provided the client with a true picture of the event
• The event was covered in great length in the news publications signifying it’s importance and the role that Mirage PR was able to fulfill