Royal London launches animated TV campaign for Over 50s life cover
18 September 2015
Royal London - the UK’s largest mutual life, pensions and investment company - launches a new TV campaign to promote its Over 50s Life Cover direct to consumers. Using animation instead of live action, a new TV commercial takes Royal London’s consumer marketing activity in a fresh direction.
This time, Roy – the time-travelling hero – emerges in animated form as a Victorian gentleman riding a penny-farthing. Roy agrees funerals are expensive, but assures viewers that Royal London’s Over 50s Life Cover can “help your loved ones pay for those final costs”.
Starting on 18th September the campaign will run until the end of November, across 100+ TV stations, including ITV Digital, UK TV and Sky channels among others.
David Meliveo, Head of Marketing and Promotions for Royal London’s consumer division, said:
“The animated style of this advert is a step change for our product marketing - this new approach allows us to continue the work we started last year to firmly establish Royal London as a leader in the busy over 50s protection market. Over 50s plans sold in the UK can be unfair and inflexible. But we’ve designed ours to be great value, with built-in safety features, such as the flexibility to reduce payments if necessary, and our ‘Protected Payout’ feature, which no other over 50s insurer offers. This makes our Over 50s Life Cover fairer and more flexible than any other plan on sale in the UK – we are determined to continue to shake up this market for the good of the customer”.
NOTES TO EDITOR:
1. Watch the new commercial: www.youtube.com/user/royallondongroup
3. Commercial created in-house by Elmtree Creative Partnership Production Services.
For further information please contact:
Nancy Baynes, PR Manager: 0207 506 6585 / firstname.lastname@example.org
About Royal London:
Royal London is the largest mutual life, pensions and investment company in the UK, with Group funds under management of £83.4 billion. Group businesses serve around 5.3m policy-holders and employ 2,922 people. (Figures quoted are as at 30 June 2015). The Group is currently moving all of its UK and Ireland life, pension and investment businesses under a new version of the Royal London brand. Scottish Provident and Bright Grey will rebrand as Royal London late in 2015; the Group's independent wrap platform will remain branded Ascentric.