Royal London; the UK’s largest mutual life, pensions and investment company, has kicked off a bold and dramatic new TV campaign to promote its “No nonsense” life insurance directly to consumers. The media activity, which has been developed with Sky Media, started yesterday (May) will run for three and a half months across Sky AdSmart and Sky Media channels. The partnership also sees Royal London committing a six digit sole investment to Sky Media; the advertising sales arm of Sky, which offers brands an array of channels, websites and opportunities to reach customers. AdSmart posits itself as a “Revolutionary new approach to TV advertising,” bringing an unprecedented targeting ability to TV to ensure products connect with their ideal audiences.
Royal London has kicked off a bold and dramatic new TV campaign by VCCPme
The campaign is based around a new commercial, created by VCCPme, acts as a continuation of the brand’s “We’re So Yesterday” campaign with the time-travelling Roy, who this time is moonlighting as a Victorian dental assistant. It's a quirky and inventive way of highlighting the brand's message that “Being from the olden days, Royal London knows some things can be more painful than necessary.” This message references not only the fact that the brand has been around for a while, but the unnecessarily complicated methods of its competitors. The campaign arrives at a time when Royal London is moving all of its UK businesses under a new version of the brand. The Group's independent, award-winning wrap platform, however, will remain branded as Ascentric.
Royal London – Simple and Straightforward
David Meliveo, head of marketing and promotions for Royal London’s consumer division, said: “Purchasing life cover in the UK remains unnecessarily complex – from ‘quick quotes’ giving misleading prices, and lengthy application forms, to irrelevant medical questions. This thorny process often prevents people purchasing it, leaving many families unprotected. Royal London Life Insurance removes these barriers to offer a protection solution which is as painless as possible to buy. Our application form asks for minimum information and strips out meaningless, time-consuming questions; 76% of applicants only need to answer two quick medical questions and we promise to stick to the price we quote from the start.”
The commercial acts as a continuation of the brand's “We’re So Yesterday” campaign
Steve Mattey at VCCPme, said the agency were absolutely thrilled with their latest ad for Royal London. He said that he feels they were able to “Bring to life both the product proposition and the company values in a highly creative way, whilst delivering charm and humour to one of life’s traditionally drier subject areas.” Jonathan Robertson, head of performance solutions at Sky Media, added that they are “Delighted to be partnering with a client that combines great marketing knowledge with a deep understanding of effective use of data.” He also adds that it's this understanding, which has allowed them to develop a “Complex media plan built round a remuneration model that rewards success and aligns our interests perfectly.”
