Aviva Lets Change Insurance
Aviva: Let's Change Insurance
Institute of Communication Agencies
Bronze, Canadian Advertising Success Stories, 2010
Title: Source: Issue:
Aviva: Let's Change Insurance
Institute of Communication Agencies
Bronze, Canadian Advertising Success Stories, 2010
Aviva: Let's Change Insurance
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): April-September 2008
Start of Advertising/Communication Effort:
April 2008
Base Period for Comparison:
April-September 2007
a) Synopsis of the Case
Bold advertisers in the past have proven that a jujitsu approach to strategy can help brands turn a perceived weakness into a strength. But what if people are turned off by the whole category you operate in? And what if they are so cynical they're not prepared to listen to you? This is the story of how a convention-doubting insurance company – one that almost no one had heard of prior to investing in brand advertising – managed to make a name for itself and reverse a five-year share decline.
How? By accentuating the negative and channelling the deep-rooted frustration people feel towards the insurance industry in the name of honest reform. In the process, Aviva got more than just breakthrough advertising; it developed a new way of approaching its marketing, as the company embraced a wide-ranging brand strategy that would bring tighter shape and focus to everything from product design to staff training.
b) Summary of Business Results
Brand Awareness grew by 50% and Brand Consideration (“I would consider using in the future”) by 34%. National Share grew for the first time in five years, from 8.4% to 8.7%.
SITUATION ANALYSIS
a) Overall Assessment
Aviva: A sleeping giant.
Prior to benefiting from brand advertising, Aviva's size was massively out of kilter with its public profile: number two in market share in the Canadian auto and home insurance category, but only 2–3% in unprompted brand awareness – less than
Institute of Communication Agencies
Bronze, Canadian Advertising Success Stories, 2010
Title: Source: Issue:
Aviva: Let's Change Insurance
Institute of Communication Agencies
Bronze, Canadian Advertising Success Stories, 2010
Aviva: Let's Change Insurance
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): April-September 2008
Start of Advertising/Communication Effort:
April 2008
Base Period for Comparison:
April-September 2007
a) Synopsis of the Case
Bold advertisers in the past have proven that a jujitsu approach to strategy can help brands turn a perceived weakness into a strength. But what if people are turned off by the whole category you operate in? And what if they are so cynical they're not prepared to listen to you? This is the story of how a convention-doubting insurance company – one that almost no one had heard of prior to investing in brand advertising – managed to make a name for itself and reverse a five-year share decline.
How? By accentuating the negative and channelling the deep-rooted frustration people feel towards the insurance industry in the name of honest reform. In the process, Aviva got more than just breakthrough advertising; it developed a new way of approaching its marketing, as the company embraced a wide-ranging brand strategy that would bring tighter shape and focus to everything from product design to staff training.
b) Summary of Business Results
Brand Awareness grew by 50% and Brand Consideration (“I would consider using in the future”) by 34%. National Share grew for the first time in five years, from 8.4% to 8.7%.
SITUATION ANALYSIS
a) Overall Assessment
Aviva: A sleeping giant.
Prior to benefiting from brand advertising, Aviva's size was massively out of kilter with its public profile: number two in market share in the Canadian auto and home insurance category, but only 2–3% in unprompted brand awareness – less than