We're introducing a new strapline, 'Be ready for life'.
Why are we doing this?
Our sponsorship of British Tennis has given us an excellent platform to help us build awareness of the AEGON name. Following a successful first year of this partnership, we now feel there's a need to better establish what we stand for.
About ‘Be ready for life’
The way people live, work and provide for the future is changing. Our new strapline reflects our belief in the importance of being financially prepared for the future. ‘Be ready for life’ is a positive statement, encouraging people to take action. They then have the freedom and peace of mind to get on with enjoying the very best that life has to offer.
How we developed it
We worked with The Brand Union, a specialist brand agency, to help us express AEGON’s purpose in possible straplines.
Shortlisted lines were then tested by an independent research agency with advisers, consumers and corporate decision makers. ‘Be ready for life’ received exceptionally positive ratings.
You can see some of the things people said about the line in research here.
Consumers
- 'It works, it actually makes you think, hang on, have I done this?'
- 'It's catchy, easy to read and it means get ready, get into action, do it. That's what you need'
Advisers
- 'I like it, it's got a "just do it" feel to it'
- 'It immediately tells me it's life and planning and financial services - it gives a feeling of energy'
Corporate decision makers
- 'It feels personal, it would mean something for everyone in the company, whatever age'
- '...it implies moving forward'
How we're rolling this out
You'll see the line gradually introduced with many of our communications. You can see our new corporate video here
