AVIVA – How do we establish your reputation as a leading provider for multiple customer demographics?
Aviva wanted to build its reputation as a key provider of financial products for major customer segments: families and pre- and post-retirees.
We created the Aviva Family Finances Report and the Aviva Real Retirement Report as platforms for Aviva to demonstrate its understanding of consumers’ financial needs and issues. Produced quarterly by us, these track consumer finances and look at topical newsworthy ‘spotlight themes’ such as use of debt, or the impact of state pension changes. The campaigns provide regular earned media coverage and content to use across a broad range of stakeholder channels.
Both reports have delivered strong quality content to build Aviva’s profile and set the agenda across both family and retirement finances. Both campaigns have been recognised in PR industry awards. As of January 2016, the Winter Family Finances Report has received broadcast coverage – more than 50 pieces of national media coverage – and been referenced in a Parliamentary debate.
In Summer 2015, our ‘Are you fit to retire?’ report and campaign was extended into Aviva’s consumer marketing campaigns.