ICMIF member Royal London (UK) has launched a campaign to highlight its customer-owned difference.

Named ‘Royal London Works For You’, the campaign features a 30-second hero film showing a range of Royal London customers as the company’s bosses, placing them in executive roles in premium corporate settings. It also includes a 30-second product film, ‘Presentation’, set in a professional boardroom where a Royal London employee leads a presentation on pension transfers to a room of customers.

The campaign aims to reinforce the benefits of customer ownership at every brand touchpoint and deliver a cohesive brand experience across all channels and audiences.

Susie Logan, Group Chief Marketing Officer at Royal London, said: “This marks an important moment in how we show up as Royal London – a clearer, stronger expression of who we are and what makes us different.

“A big part of what makes us special is that we’re customer owned. When people understand that, trust and connection grows. ‘Works for you’ brings customer ownership to life in a way that is simple and powerful, as well as delivering a double meaning which highlights that we offer valuable solutions.

“It’s more than a strapline. It’s how we run our business and the decisions we make every day. And as we continue to grow, it gives people a clear, compelling reason to choose Royal London.”

Laura Muse, Creative Director at VCCP, which created the videos and designed the media strategy for the campaign, said: “It’s fantastic to see Royal London positioned where they should be. They have a standout point of difference and now they have the standout work to match. It’s the perfect time in popular culture to celebrate ordinary people, and we’re excited to continue bringing our customer ‘bosses’ world to life.”

Royal London is the UK’s largest customer-owned life, pensions and investment company.

The integrated campaign spans TV, radio, OOH, social media and display, and extends into photography shot by Rachel Louise Brown through Rachel Louise Brown Studios.

Watch the hero film here and product film here.