To make Standard Life synonymous with life savings.
Instead of trotting out all the tired life company clichés about sailing around the world or going on motorcycle adventures, we chose to dramatize the things savers actually spend their money on.
‘That’s what real life savings are for’. A campaign of individual stories about the lives of ordinary people.
The ‘real life’ campaign has been embraced by the organisation as a whole and has resulted in a marked uplift in brand sentiment year-on-year.