Scottish Widows - Living Widow Rebranding
This shift reflects Scottish Widows' recognition of evolving consumer behaviors, particularly the increasing importance of digital engagement. By modernizing its brand image, the company seeks to connect with a broader audience, especially younger individuals who are more digitally inclined.
A key aspect of the rebranding is the introduction of a red digital motife�a silhouette of a woman in a hooded cloake�designed to resonate more effectively within digital channels and align with the company's technological advancements.
The rebranding targets both existing customers familiar with the traditional imagery and potential younger clients who prioritize digital interaction and may not have established retirement savings plans.
TARGET AUDIENCE
About the
Campaign -
This shift reflects Scottish Widows' recognition of evolving consumer behaviors, particularly the increasing importance of digital engagement. By modernizing its brand image, the company seeks to connect with a broader audience, especially younger individuals who are more digitally inclined.
Core Theme of the Campaign -
1. Modernizing Brand Identity: Scottish Widows is transitioning from its long-standing "living widow" imagery to a contemporary digital silhouette, reflecting a move towards a more modern brand identity.
2. Enhancing Digital Engagement: The new digital motif is designed to be more intuitive and effective across digital platforms, aligning with the company's investment in digital tools and services.
3. Investment in Digital Services: Scottish Widows is investing £100 million to improve its digital offerings, including the development of a new app and the launch of a TikTok channel, aiming to engage younger audiences.
4. Addressing Retirement Preparedness: Research indicates that a significant portion of young adults are not adequately saving for retirement, prompting Scottish Widows to innovate in customer engagement strategies.
5. App Feature Enhancements: The updated app will incorporate gamification elements to simplify complex financial concepts, making long-term savings more accessible and engaging for users.
6. Maintaining Brand Heritage: While modernizing, Scottish Widows aims to retain its core identity, ensuring that the essence of the brand is preserved during the transition.
7. Phased Implementation: The current "living widow" model, Amber Martinez, will continue to feature in branding until the end of 2025, allowing for a gradual transition to the new imagery.
8. Industry Trend Towards Modernization: This rebranding aligns with broader industry trends where traditional companies are updating their images to remain relevant in the digital age.