AVIVA – How do we establish your reputation as a leading provider for multiple customer demographics?
The UK’s largest composite insurer Aviva wanted to build its reputation as a key provider of financial and insurance products across life, general insurance, health, savings and retirement. Aviva wanted to integrate communications activities through multi-channel communications campaigns to engage major customer segments, from corporates to young adults, families and retirees.
We developed several creative platforms to build the Aviva brand including the ‘Real Retirement’ and ‘Family Finances’ reports. As well as establishing Aviva as a thought leader in the space by generating regular media coverage across print, online and broadcast channels, campaign content is increasingly promoted across marketing and digital channels targeting priority audiences identified through digital insights.
Aviva’s brand-building initiatives have gained over 4,000 media mentions (over 600 in national publications), been referenced in Parliament, and generated millions of social views. Its 2017 ‘Real Retirement’ campaign was shortlisted for the PRCA’s ‘Insurance Campaign of the Year’ and a ‘Family Finances’ millennials campaign won ‘Thought Leadership Initiative of the Year 2017’ at the Headlinemoney Awards. Watch the Family Finances Report animation here.