Aviva to sponsor ITV drama

Aviva’s UK life business is to sponsor ITV’s drama premieres series’.

Aviva-branded advertising idents will be shown during ITV’s prime-time drama premieres programmes from early July featuring the strapline, “for life’s little dramas”.

The idents aim to promote the “range of propositions” Aviva offers by showing “life-defining moments,” the company says.

Aviva hopes the campaign will drive awareness of its life insurance, investments and retirement and healthcare solutions.

The sponsorship deal will also include online, interactive and merchandising activity.

The agreement follows Aviva’s rebrand from Norwich Union on June 1. The company launched a six-month long campaign starring Bruce Willis and Ringo Starr at the start of the year to build recognition of the Aviva brand ahead of the name change.

Gary Pepler, marketing, brand and communications director for Aviva’s UK Life division, says the sponsorship will help to raise awareness of the brand.

“This is part of a long term strategy to build a strong, distinctive brand that began with the high profile name change campaign in December 2008,” he adds.

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