Aviva updates global brand strategy

Aviva: new strapline "Little things matter"
Aviva: new strapline "Little things matter"

Aviva is rolling out a new global marketing plan, which will see its humorous UK advertising starring comic Paul Whitehouse toned down in an effort to create a "differentiated" positioning.

The insurance giant, which has recently undergone a restructure following the departure of chief executive Andrew Moss, is to implement a new global strategy based around the strapline "Little things matter".

Aviva will focus its marketing on the ways in which it looks after customers "when the big things in life happen", such as only calling when it is convenient for policyholders.

The "Matters" positioning has been developed following a global research project led by global marketing director Jan Gooding.

The new positioning will roll out in the UK with a 60-second TV ad, again featuring ‘The Fast Show’ actor Whitehouse.

The ad, which for the first time sees Aviva promote both general and life insurance products in a single campaign, follows Whitehouse’s character from the birth of his son to the birth of his grandchild.

It will see Whitehouse assume a "much more emotional, less humorous approach", although humour will form a part of subsequent "harder working" product ads.

The TV ad, by Abbot Mead Vickers BBDO, will be supported with outdoor executions and a direct mail campaign in mid-January. Digital activity, by Dare, will include a Facebook timeline competition.

Heather Smith, UK marketing director at Aviva, said the new campaign aims to take Aviva’s brand to the "next step".

She added: "There is a lot of negative sentiment in the sector, so we wanted a positioning in the market which tells the story of the breadth of our offer, and those little moments of empathy that will differentiate Aviva."

Mark Wilson is to join as Aviva's new chief executive from 1 January. The insurer recently ended its 13-year partnership with UK Athletics.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA