Standard Life is splashing out £30m on its biggest-ever TV advertising campaign which will be launched in May.
The series of ads will aim to improve viewers' recognition of the Standard Life name and finally brings to an end its ill-fated Wonderful Life campaign. The £8m Wonderful Life campaign, devised by Faulds Advertising in 1993, was finally axed earlier this year.
Research revealed that the campaign had failed to give the life office a clear image and inform consumers about its products. The new ads are expected to highlight Standard's financial strength and its position as the second-biggest life office in the UK and the biggest mutual in Europe.
The company is choosing between four shortlisted ad agencies for the campaign, which will run for three years.
General manager (sales) Alan Maxwell says: "We want it to communicate a clearer picture of what Standard Life is all about. We have high prompted name awareness but low unprompted awareness. People thought the last campaign was confusing and our name was not being picked up on."