Aviva encourages the public to nominate local heroes in latest ad push

Aviva has unveiled an integrated marketing campaign called “Tell Us Your Story” that aims to engage consumers by associating with their lifestyles.

The campaign, which has been created by AMV BBDO, uses real life examples of individual stories to illustrate Aviva’s customer commitment over the past year.

The insurance giant is giving consumers the opportunity to recognise and reward people who have made a positive impact on their lives or in their community over the past year. Customers can tell their stories on a dedicated website, or to nominate their local heroes.

It is offering weekly prizes of £1000 will be granted as a result of votes made my visitors to the site on the local hero that captures their heart.  One overall winner will be chosen by a celebrity judging panel for a prize worth £10,000.

“We have put people at the heart of this campaign to demonstrate that the customer is at the heart of everything we do at Aviva,” said Susan Helmont, head of brand for Aviva UK.

“This campaign is an evolution of our brand building work.  We want consumers to engage with the brand in a different way, creating a real sense of how Aviva recognises what matters most to customers.”

Advertising creative featuring real customer examples will run across 700 outdoor sites beginning 7 June and will be supported by print, online, direct marketing and PR which will run throughout the summer.  All activity is aimed at driving engagement with the Tell us Your Story website.

The website has been designed and managed by digital agency SOUP.  Zenith Optimedia is handling Media buying and Blue Rubicon and Team Spirit will manage the public relations activity.

Last month, Marketing Week profiled Aviva’s chief marketing officer, Amanda Mackenzie, who said the brand’s next big task would be refocusing her marketing team into a global-facing force that can match the standards set by international FMCG brands.



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