For an organisation which had been losing its connection with clients, this campaign symbolised more than a traditional rebrand. It represented a complete culture change, refocusing our the Aviva Investor business around what is most important – their customers. This advertising campaign launched their new brand, bringing our vision to become the global leader in outcome-oriented solutions to life through an unexpected, flexible and high impact creative charged with meaning.

 

 

Campaign objectives:

 

• a strapline that encapsulates our brand promise  “For today's investors” 

 

• a visual approach they could own – arresting black and white photography featuring a contrasting Aviva Investors colour pathway, representing the journey to specific investor outcomes

 

• iconic Aviva Investors stripes gave a distinctive graphic device to maintain powerful brand presence across all collateral and media

 

• a unique messaging hierarchy, putting the customer perspective first, in stark contrast to an industry focused on pushing product. 

 

 

Campaign highlights: 

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The campaign ran across key trade press and websites, supported by targeted outdoor and an extensive communications programme including 150 literature items, websites, emails, merchandise and office branding in 6 locations globally. The Complete brand (all channels) was delivered within 3 months from fixed launch date. Out of home channels delivered simultaneously along with their important internal program for employees giving a consistent message from day 1.

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– Reach: 80+% UK advisers

– strong outperformance against all digital advertising metrics (in-view %, in-view time, interaction %, interaction time)

– engagement scores tracked in the top quarter of our peer group 

– key wholesale and institutional influencers recognise our purpose and ambition on an unprompted basis