NEWS: Royal Sun Alliance heralds its new name with celebrity help

By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 13 December 1996 12:00AM

The insurance company, Royal Sun Alliance, has unveiled a pounds 5 million campaign introducing its new name, despite the fact that it has not yet finalised which advertising agency will run the account.

The insurance company, Royal Sun Alliance, has unveiled a pounds 5

million campaign introducing its new name, despite the fact that it has

not yet finalised which advertising agency will run the account.



Arc Advertising, which handled Royal Insurance’s ads, created the

campaign. It uses the former Coronation Street star, Julie Goodyear, and

other celebrities to publicise the new name. Sun Alliance, which merged

with Royal in July, used Leagas Shafron Davis, and the two agencies are

understood to be in the running for the final account.



The campaign, which broke this week, aims to build awareness of the new

group’s name before the first Royal Sun Alliance branded products are

launched next year.



The drive uses four ten-second spots featuring Jools Holland, Mystic

Meg and Spike Milligan, as well as Goodyear. The celebrities have been

chosen for their appeal to a wide range of lifestyle and age groups.

In each execution, the famous face says the same thing - that Royal and

Sun Alliance have merged - but in his or her individual style. For

example, after saying the line in her boudoir, Goodyear says: ‘Gossip

isn’t what it used to be.’ Jools Holland utters his line while playing a

piano riff. Mystic Meg is shown with her hands over a crystal ball and

adds the phrase, ‘as predicted’. Spike Milligan is pictured in bed and,

when his cue comes to give the name of the merged company, he utters his

characteristic nonsense. Each ad ends with the line: ‘Together we’ll

serve you better.’



A poster campaign, featuring the same personalities, will roll out in

January to support the TV ads.



This article was first published on campaignlive.co.uk

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