Aviva has launched an emotionally charged consumer brand campaign designed the emphasise the support it offers.
The “making it click” campaign supports the business’s focussed proposition of insurance, wealth and retirement, covering all three themes in the 30 second ad that went live on TV this week.
Phoebe Barter, group brand director at Aviva, said she was “incredibly proud” of the campaign and wished her own Dad was here to see it.
“A huge thank you to the amazing Aviva Group brand team for yet another beautiful brand campaign,” she said.
Barter thanked her agency partners including adam&eveDDB and said their dedication and creativity ensured the campaign was a success.
The company’s consumer marketing efforts have been increasing in visibility in recent months, with a brand refresh, high-profile concerts at its sponsored event venue in Manchester and the use of celebrity partnerships.
The deployment of the campaign comes in the same week as Aviva swooped to scoop up Direct Line for a reported £3.6bn as part of CEO Amanda Blanc’s strategic plan to reinvigorate the group.
In the company’s November trading update, the management team emphasised the power of the Aviva brand to grow customer numbers.
“Aviva’s brand, the strong market position of our businesses, our strength in leadership and technical capabilities and the investments we continue to make are critical differentiators,” a spokesperson said.
“They allow us to serve more of our customers’ needs, transforming their experience and improving engagement. This means we are growing customer numbers and improving the depth of relationships, which is unlocking a unique competitive advantage of our diversified group.”
Aviva’s decision to invest in high-profile marketing initiatives comes amid a shifting phase in the insurance market cycle with premium price growth forecast to soften during 2025 and 2026.
Watch the latest Aviva TV ad, here.