Aviva is supporting the rebrand of Norwich Union with a major celebrity-fronted campaign starring Bruce Willis, Elle McPherson and actress Michelle Yeoh.
It is understood the campaign will focus on name changes, reflecting Norwich Union’s move to become Aviva. The celebrities have been chosen because they have changed their birth names before becoming famous.
The celebrities will also appear in campaigns across other global markets, where the Aviva brand is already the consumer-facing brand.
Aviva is the world’s fifth largest insurance company, and announced its plans to scrap the 200-year-old Norwich Union brand in April. The name-change is part of a strategy to bring the company’s portfolio under a single brand name within two years.
RAC, the roadside recovery unit it bought three years ago, and Delta Lloyd, its business in the Netherlands, where corporate governance regulations prevent a name change, will retain their brand names.
It is thought the insurance company is still finalising details of the marketing campaign. However, filming has already taken place with Willis (born as Walter Bruce Willis), McPherson (formerly Eleanor Gow) and Crouching Tiger, Hidden Dragon actress Yeoh (who in earlier films is credited as Michelle King or Khan). It is understood that Abbott Mead Vickers.BBDO, Aviva’s retained advertising agency, has created the ≠campaign.
The activity is expected to begin early next year. The campaign will be led by group marketing director Amanda Mackenzie. The former BT and British Gas marketer was appointed in January this year.
Aviva declined to comment.