OREANDA-NEWS. Aviva is urging Britain to think about how they could ‘save smarter’ through a high-profile marketing campaign.

Launching today, the campaign is the second phase of Aviva’s global brand strategy, Good Thinking* which started in November 2015 with the Aviva Drive app. Introduced under the ‘Saving Smarter’ banner, the new campaign is designed to raise awareness and encourage people to think about how they could save in a smarter way for the long term.

From Tuesday 15 March, people can go online and use the Aviva financial personality quiz to gauge their attitude towards savings, find out what motivates them to save and discover how good they are at sticking to a budget.

Based on their responses, they are given a money personality type characterised by a superhero. The unique features of each personality are explained, and savers can discover why they behave in a certain way when it comes to spending and saving money and what they can do to save more.

A new TV advert will bring the campaign to life, showing two real UK families taking on a ‘big brother’ style social experiment to examine which is better at saving when faced with several spending challenges. The advert can be seen on mainstream TV from 20 March 2016 and will be trailed on social media from 17 March.

The campaign will also include outdoor advertising, creative films, social media engagement, radio and TV promotions.

Lindsay Forster, UK & Ireland Customer Marketing Director for Aviva says: “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.

“This is the beginning of a fully integrated, three year campaign to help ‘Britain Save Smarter’. It is designed to raise awareness among our existing and new customers about how we can help them to save for the long term; create engagement through fun and interactive tools, social media and advertising; and to get people to think about their current habits and behaviours when it comes to their savings. If necessary, we’ll also be on hand to help them change their savings priorities for a more positive outcome, and to cope with life’s inevitable twists and turns.”

 

About Aviva:

  • Aviva provides life insurance, general insurance, health insurance and asset management to 34* million customers, across 16 markets worldwide
  • In the UK we are the leading insurer serving one in every four households and have strong businesses in selected markets in Europe, Asia and Canada. Our shares are listed on the London Stock Exchange and we are a member of the FTSE100 index. 
  • Aviva’s asset management business, Aviva Investors, provides asset management services to both Aviva and external clients, and currently manages over ?245 billion in assets.
  • Aviva helps people save for the future and manage the risks of everyday life; we paid out ?24.6 billion in benefits and claims in 2014.
  • By serving our customers well, we are building a business which is strong and sustainable, which our people are proud to work for, and which makes a positive contribution to society. 
  • The Aviva media centre at http://www.aviva.com/media/ includes company information, images, and a news release archive. 
  • For an introduction to what we do and how we do it, please click here http://www.aviva.com/about-us/aviva/
  • For broadcast-standard video, please visit http://www.aviva.com/media/b-roll-library/
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