Its 2013, and the Royal London Group decides it’s going to venture into advertising for the first time in its 150 year history.

Just one problem.

Royal London as a brand barely existed. Until then most of the business was done through a variety of sub-brands, all of which communicated independently, both direct to customers and through intermediaries: Scottish Life, RLAM, Bright Grey, and so on.

Nonetheless, there was a unique opportunity to be taken advantage of. Following a precipitous decline of trust in financial brands over the last 5 years, the UK’s largest pensions, investments and insurance mutual had a story, and a way of working that could be uniquely compelling today.

It was this core ethos that would form Royal London’s new identity, but media budgets were never going to match those of the big competitors like Aviva or Scottish Widows. Therefore immediate impact was needed: talk like no one else, and make pensions and investments advertising that was nothing like the conservative conventions of the category.

Under our new campaign “We’re so yesterday”, we nodded to our long held enduring values, whilst delivering it in a refreshingly contemporary and modern tone. Integrated across all consumer and advisory touch points, as well as a fresh new cricket sponsorship, the campaign was able to deliver significant results for the brand; with an awareness increase of 22.5%, a sales uplift of 335.8% and an increase of 83% for new group pensions.

We launched the campaign under the banner of ‘We’re so yesterday’ which at its heart had a simple thought; that we look to our past to find strength and direction in our present.

TV and a new cricket sponsorship were at the heart of the campaign. TV taking the form of a tongue-in-cheek stroll through British history featuring our time traveller Roy. This was the prime vehicle to show how Royal London had always been there for its customers.

Meanwhile, our sponsorship of the England ODIs included a series of cheeky idents that presented today’s cricketers with the values of yesteryear.

A further digital outdoor campaign in commuter areas helped us reach the more affluent audience, which also seamlessly translated into press.

A second TV campaign sought to communicate the benefits of our Over 50s funeral plan, featuring once again our time traveller Roy wandering around a burning medieval village.

For such an old brand, we have a lot of youthful impetus and early indicators are very promising across multiple areas of the business.

Just six weeks after launch, tracking revealed that the campaign was having an effect. Prompted brand awareness of Royal London increased by 22.5%, while competitors remained static.

Sales of our Over 50s funeral plan are very encouraging with a 264% increase in quotes, and a 335.8% increase in sales.

Company results for the end of 2014 are also very encouraging: Royal London has increased new business for group pensions by 83% over the past year. There has also been strong growth for individual pensions at 25% to £1,388 million.

The protection consumer business, which has been the focus of Royal London’s most recent advertising, has also seen impressive commercial growth, with new business sales increasing 167% over the past year.