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  • Scottish Widows
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Revitalising an icon

Client: Scottish Widows
Brand: Scottish Widows

Scottish Widows were facing declines in key brand measures; particularly consideration. Our research found that 33% are not doing enough to prepare for later life, and 34% are doing nothing at all. We needed to modernise the brand and make it relevant again. Firstly, by making the iconic (at times, forbidding) Widow younger and more approachable. Secondly, by focussing the brand on the real here and now rather than an idealised vision of a wished-for future. And finally, by bringing to life the concept of living lighter as in 'Life feels better when you have plan'. 

  • Increase in net consideration from 4th in 2013 to equal 1st in 2014
  • 75% of 18-34 year olds said they had been made to think differently about Scottish Widows
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