Aviva aims to help people save money in global campaign

Aviva is encouraging people to "save smarter" in a new global campaign that moves the brand away from focussing on motor insurance.

Aviva aims to help people save money in global campaign

The brand wants to help people think about how they can save money for the future.

Razorfish, which picked up the global digital account in September, has created a financial personality quiz on the Aviva website to kick start the campaign. At the end the user is given a superhero to describe their personality type.

A TV campaign, created by Adam & Eve/DDB, will launch on social media on 17 March and then on TV on 20 March. There will also be outdoor and radio activity.

The three-year campaign is part of the brand’s "good thinking" strategy, launched by Aviva in November last year.

Lindsay Forster, the UK and Ireland customer marketing director at Aviva, said: "This is quite a departure from our previous marketing campaigns which have primarily focussed on our motor insurance.

"We want people to recognise us as a key player in the savings, investments and pension arena, but more importantly we want to empower them to take control of their finances by encouraging them to examine their own behaviours and attitudes to spending and saving."

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More