The television campaign, which is the first execution that is part of its new ‘good thinking’ global brand strategy, features a family from Newport in Wales using the Aviva app to discover who is the safest driver.
The app, which was first launched in 2012, is able to rate a driver on how safe a driver they are by monitoring telematic data such as the smoothness of acceleration and deceleration.
Customers are rated out of ten on the safeness of their driving and those with a score of 7.1 are able to receive discounts on car insurance premiums by registering their scores with Aviva.
Aviva claims those with a score of 7.1 and above have received an average discount of £150.
Insurance providers are increasingly rolling out black boxes, which record how safe a driver is, to help drivers lower their insurance premiums.
The AA launched a black box insurance policy for young drivers in September, while RAC launched a similar service in October.
However, consumers have expressed concerns that having black boxes in their cars could result in insurers raising premiums, as well as lowering them.
Drivers who score badly using Aviva’s driving challenge app are not compelled to share their score with Aviva and are also able to take the challenge again.
Aviva UK & Ireland customer marketing director Lindsay Forster said: "We are keen to avoid anything that feels like we are observing people."
Instead, Forster says encouraging people to download the app is aimed at helping them to become safer drivers.
She added: "We don’t want to just be an insurance company we want to have a bigger social purpose."
The ad campaign, which was created by Adam&EveDDB, launched on Christmas Day and has resulted in 50,000 app downloads in the last week.
The next instalment of the campaign will launch on TV on Wednesday and will reveal which member of the Newport family featured in the first execution won the driving challenge. A final instalment will highlight how by sharing their score with Aviva customers can lower their premiums.
The ‘good thinking’ theme of Aviva’s new ads, which have replaced activity featuring comedian Paul Whitehouse, will also be used to advertise Aviva’s other products and services.
The next campaign is due to focus on how Aviva can help customers make savings in their investments and will also feature "real people" rather than actors.
Aviva is also investing more money in its digital marketing activity as it becomes an increasingly "digital first" company as it rolls out more online services.
Forster said: "In the way we market and promote the brand we will be far more digitally-orientated".
As a result, Aviva is expanding its social media team both to boost its marketing and to help from an operational perspective by having more conversations with customers.