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Leith launches £10m Standard Life advertising campaign

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By The Drum Team, Editorial

September 29, 2003 | 2 min read

Standard Life, the financial services provider will launch its new £10m brand advertising campaign on Monday October 6 as a follow up to the long running 'Baby James' campaign. A range of poster and bus advertising will support the forty second TV commercials.

The 'I like...' campaign is designed to promote the four core companies of the Standard Life Group to a target audience of 40 million UK adults. The Standard Life Assurance Company, Standard Life Bank, Standard Life Investments and Standard Life Healthcare devised a joint brief which was responded to by Edinburgh-based The Leith Agency.

Pamela Hyder, Standard Life's head of brand communications said, "We wanted the usual things from the new campaign - it had to be distinctive, innovative and intelligent - but we also wanted more from it. The new campaign has to communicate a feeling of confidence - that with Standard Life, your financial future is in good hands."

The campaign is based upon what people like in life, ending with the line 'I like Standard Life'. Gerry Farrell, the creative director at The Leith Agency commented, "The end result is a campaign that brings Standard Life to life through the voice of the customer. In several rounds of research we've seen people respond incredibly positively to this empathetic approach, almost in spite of themselves."

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