Aviva targets retirement market with TV ad

Aviva is launching the next installment of its ‘Chameleon’ television advertising campaign starring comedian Paul Whitehouse.

The campaign targets the retirement market and aims to encourage consumers to shop around for their annuity policy to boost their retirement income.

The ad sees Whitehouse looking at properties in France and draws parallels between shopping around to get the best property deal with shopping around to get the best deal on your retirement income

The TV ad will also be supported with press ads and on-line marketing activity.

Sue Helmont, Head of Brand for Aviva UK says: “The advert also has an aspirational tone; telling the story of a popular retirement dream to move abroad. The aim is to put customers at the heart of the campaign encouraging them to take action and shop around for their retirement income, whilst putting the Aviva brand firmly at the front of their minds.”

The ad, created by AMV BBDO, launches on Sunday (16 May).

Whitehouse has fronted the insurance provider’s camapaign since August 2009.

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