Mutual life Royal London has launched a new omnichannel campaign to promote the benefits of its mutuality and drive greater awareness.
Devised by creative agency McCann Manchester, the campaign will be led by a 30-second hero spot that communicates how Royal London’s status as a customer-owned company means that they are its top priority.
Incorporating a CGI-animated rendition of Royal London’s brand mascot, Gilbert the pelican, the creative leads viewers on journey from uncertainty to reassurance, as the creative lays out the financial security that mutuals can offer.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“Our research shows that customers like that we are owned by them. Being a mutual gives us a different perspective and influences how we run our business and this campaign showcases this by using the creative platform ‘where we do things a little differently’,” Royal London chief marketing officer, Susie Logan said.
Having launched over the weekend, the campaign will be pushed out in two bursts across the year, with executions running across broadcaster video-on-demand, digital audio, paid social, display, podcast, PR and sponsorship of ITV’s A Year on Planet Earth.
McCann Manchester executive creative director, Dan Noller added: “We’re all excited to witness Gilbert’s long-awaited flight; it has been a huge collaborative effort to bring him into the world. He’s a genuine gift for us that creatively dramatises the benefits of being a mutual and looks pretty beautiful while doing it.”
1 Comment. Leave new
Can anybody please tell me who is singing that version of ‘An ordinary day’ and is it available to buy?