Aviva visualises financial puzzles in latest campaign

Aviva has partnered with ITV on a series of interactive “virtual puzzle” advertising campaigns.

The campaigns are a visual representation of how the insurance giant is helping to solve its customers’ financial puzzles or difficulties.

Phoebe Barter, group brand director at Aviva, said the ads have brought fresh innovation to Aviva’s strong and long-lasting reputation.

“We know that finances are a source of confusion and anxiety for many and with this campaign, we hope that Aviva can be the missing piece of the financial puzzle for households across the country.

“We hope it reinforces our commitment to helping things to click into place and gives viewers a flavour of the exciting things to come,” said Barter.

The series of five, 20-second ads will be strategically placed throughout ITV’s iconic gameshows – such as “The Chase” and “Tipping Point” – giving viewers the chance to play along at home.

The virtual puzzles are designed to entertain the whole family and include challenges such as anagrams and “match the pairs.”

Building on the success of Aviva’s “Make It Click” campaign, the ads reinforce Aviva’s message of helping customers to navigate the often confusing and intimidating prospect of finances.

The ads will air from 2 September until 31 October 2023.