Magazine article Marketing

ADWATCH: Standard Life Pledges to Give Customers What They Like

Magazine article Marketing

ADWATCH: Standard Life Pledges to Give Customers What They Like

Article excerpt

The financial group has put everyday pleasures at the heart of a campaign to build trust. Samuel Solley reports.

Standard Life's latest advertising strategy, replacing James the talking baby, appears in this week's Adwatch table at number 15, with 43% recall.

The campaign, by The Leith Agency in Edinburgh, focuses on what people like in life, from the everyday 'I like the cold side of the pillow' and 'I like waking up and realising its Saturday' to the finance-related 'I like to plan ahead'.

The campaign launched with two executions last October and a further three festive ads ran during December. The execution surveyed for Adwatch features a husband and wife opening Christmas presents. The man passes his wife a satellite dish-shaped gift, which she unwraps as a male voiceover says: 'I like giving presents I want for myself.' This is followed by a female voice saying: 'I like it when people keep the receipt.' The spot ends with the strapline 'I like Standard Life'.

The 'I like' campaign was devised to encompass the four core companies in the Standard Life group: The Standard Life Assurance Company, Standard Life Bank, Standard Life Investments and Standard Life Healthcare. …

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