Royal & Sun Alliance will introduce itself to consumers this week with
its first TV ads since the pounds 5.3bn merger of Royal Insurance and
Sun Alliance earlier this year.
The pounds 1.5m campaign, through Arc Advertising, will run on national
TV until the end of the year. It features Julie Goodyear, Jools Holland,
Mystic Meg and Spike Milligan in four separate executions reminding
consumers the two companies have merged.
The campaign, using the line ‘Together, we’ll serve you better’, will be
continued with poster ads in January and February.
The first Royal & Sun Alliance branded life assurance products will be
launched in January, but its high-profile direct insurance products will
be marketed separately under the Royal Insurance and Sun Alliance brands
until operations are merged in March.
The combined direct business is likely to be marketed under a separate
brand and both Arc, which created the ‘You’d better ring the Royal’
campaign, and Leagas Shafron Davis, which produced the ‘Together we make
some alliance’ ads for Sun Alliance, will be asked to pitch for the
pounds 15m account in the new year.
Group marketing communications manager, Peter Jackson, said it aimed to
build a powerful new brand. ‘Royal Insurance and Sun Alliance are strong
brands in their own right, but after six months’ absence from TV
awareness is bound to decline. We need to ensure people know the two
firms have come together, and prepare them for the new brand building