Organisation: Royal & SunAlliance
Issue: More Th>n branding campaign
Royal & SunAlliance (R&SA) is trying to tempt the animal-loving British
public to find out more about its direct financial services group More
Th>n through a series of advertising initiatives featuring Lucky the
The campaign - the brainchild of agency Ogilvy & Mather, with PR support
from its sister agency Ogilvy PR - which features the adventures of
Lucky, follows the teaser genre of luring the public in through
curiosity to know the story's outcome.
The media responded with good humour, providing a selection of doggy
quips and a potted resume of Lucky's life to date, for example, 'Lucky
hound chases insurance pound for Royal & SunAlliance' (The Daily
The Independent proved perhaps the campaign's most reserved commentator,
claiming that it 'ruthlessly (sought) to exploit the British soft spot
for cuddly animals in peril' (Independent, 16/6).
Ruthless perhaps, but also effective, as The Guardian reported that
'hundreds of people a day' were calling or logging on to the lucky.com
website for more information (16/6).
Lucky's personality and cute puppy looks ensured good quality - if
limited - coverage of the campaign across the tabloid, broadsheet and
electronic media, with visual coverage appearing in half of the items.
However, that Lucky 'hates cats, but loves chocolate' attracted as much
attention as More Th>n's breadth of services, covering insurance,
savings and investments.
The campaign drew attention to the pounds 20m development cost of
MoreTh>n's 'e-commerce and customer-facing systems' which took 18 months
(cw360.com, 18/6). In addition to integrating R&SA's financial services
portfolio, it was claimed that the service hopes to attract a further
400,000 new customers a year, and increase the average customer product
holdings 'from one to three (policies) by 2005' (ananova. com,
An R&SA spokesperson said the advertising campaign, costing a further
pounds 20m, was intended to show that the new direct service is 'agile,
innovative and enterprising' (Reuters Business Briefing, 18/6).
Apart from a launch into stardom, Lucky's reward for presenting the
company's modern and sprightly image, was a 'new football and a
collection of squeaky toys' (The Mail on Sunday, 17/6).
Analysis and commentary by Echo Research. More information can be found