Royal London launches first TV ad in 10 years in ‘household’ brand bid

 Royal London has launched a bid to make the brand a “household” name with its first television advertisement in more than a decade. 


The activity is aimed at raising awareness of Royal London and its values following last year’s decision to scrap several smaller brands, including Scottish Life, and move customers to the Royal London masterbrand.

Marketing investment in the Royal London brand has been increased as it looks to compete with deep pocketed rivals such as Aviva.

The VCCP created TV ad breaks 2 May during ‘Britain’s Got Talent’ on ITV1. The ad’s star, Roy, is seen walking through scenes from British history while a voiceover claims that whoever the customer and whatever the financial times, the life, pensions and investment provider “will be there for you”.

The TV ad will be backed by online, digital outdoor and press activity as well as take-over of the Bank Tube Station travelator in London.

Clare Salmon, group brand director of Royal London, says: “We’re aiming for Royal London to become a household name, and we think this campaign will help us stand out from our competitors.”

Royal London’s profile is also set for a boost this summer when it begins its sponsorship of England’s one-day international matches.

It will take over from long-term backer Natwest in its sponsorship of England’s 50-over matches. It will also be the title sponsor of England’s women’s one-day internationals, the premier county 50-over tournament and several junior and club contests.