Author: David Amers |
Scottish Awards 2001
Standard Life
'Now you are talking, Baby'
Summary
Before the 'Baby James' TV campaign, Standard Life lagged well behind its key life assurance competitors in both consumer awareness and predisposition. This was a big problem because consumers, daunted by the prospect of choosing the right pension or longterm financial product, need the reassurance of brand familiarity.
In an increasingly competitive market place, Standard Life needed to build its brand status amongst consumers, and fast. This was a daunting task for a brand lacking...