Scottish Widows – a face you can trust
The Scottish Widow was created by the agency to bring to life the company’s values of quality and care. Through Brand Illumination we identified a need to give the company a personality in the eyes of the consumer, and to overcome the negativity associated with the name.
The Widow was an instant success, raising prompted recall of the company name from 30% to over 80% in the three weeks following her launch. Since then, she has continued to grow in recognition. Millward Brown assessed it as the most successful insurance company advertising ever. And according to Framlington, "Lloyds TSB paid a high price at £1.8 billion for the Scottish Widows brand and £3.9billion for the assets..."
The strength of the brand has protected Scottish Widows during times of poor performance and has been rated as second only to HSBC as the strongest financial services brand.
- Elemental Truth:
- Quality and care are Scottish Widows' core values
- Insight:
- Consumers see life companies as faceless monoliths
- Brand idea:
- The Widow