Aviva’s health insurance arm has partnered with celebrity fitness coach Joe Wicks to encourage the nation to improve their health and wellbeing.
The partnership is designed to create positive brand affinity with Aviva’s health brand and address customer pain points.
Cheryl Toner, chief customer & marketing officer at Aviva, said the partnership stems from research that found seven in ten (69%) people try to look after their health by exercising, but know there’s more they can do.
“Aviva’s research highlighted that a lack of time, knowledge and motivation can all affect our abilities to exercise. We wanted our campaign to help address these challenges in an engaging, inclusive way,” said Toner.
With over 100,000 people joining the #MoveWithAviva challenge in the first few days of going live, the campaign has well exceeded registration targets, she added.
The partnership and campaign aims to encourage the nation to take steps to improve their health and wellbeing in an inclusive and accessible way.
The integrated campaign will span across social and digital channels, including PR and influencer activity, to drive reach and motivate the nation to take control of their health.
It will also be supported by creative, digestible content designed to educate existing and potential Aviva clients.
Individuals who complete the 30-day challenge will be entered into a prize draw to be in with a chance to win a wellbeing break, Amazon gift card, or subscription to The Body Coach App.