Content & Creative Corporate Instinctif Partners

Aviva

How do we establish your reputation as a leading provider for multiple customer demographics?

Challenge:
The UK’s largest composite insurer Aviva wanted to build its reputation as a key provider of financial products – including life, general insurance, savings, retirement and health – through multi-channel campaigns targeting major customer segments, which range from corporates to young adults, families and pre- and post-retirees.

Action:
We have created multiple themed platforms for Aviva that generate regular earned media coverage across broadcast, consumer and digital channels, while also providing engaging content for marketing and stakeholder communications.

Its Real Retirement Report and Family Finances Report track consumer finances and look in-depth at newsworthy social issues such as working beyond 65 and university debt.
For business audiences, the Working Lives Report showcases Aviva’s composite strength across workplace benefits, savings, health and general insurance.

Result:
Aviva’s thought leadership initiatives have consistently achieved high brand visibility across the personal finance, consumer/social affairs and business pages, earning over 4,000 media mentions – including over 600 in national titles – and references in parliamentary debates.

A Family Finances campaign was crowned ‘Thought Leadership Initiative of the Year’ at the 2017 Headlinemoney Awards, having generated more than 100 articles and broadcasts ranging from the Today programme, Victoria Derbyshire and Ian King Live to Vice magazine and a BBC Facebook video with almost 400,000 views.

Our work with Aviva was awarded Thought Leadership Initiative of the Year at the Headlinemoney Awards 2017. Read more here, or watch 0ur animation here.

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