Aviva Drive

This case study explains how Aviva, the insurance company, launched a mobile app in the UK that monitors driver behaviour and offers safe drivers lower premiums.

Aviva Drive

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Executive summary

This is the story of the successful launch of one the most innovative ideas ever conceived in the UK insurance market.

It's also a story about marketing teams moving from simply communicating a product, to helping make products that inherently communicate.

In 2013, Aviva became the first insurance brand to launch a smartphone app which records driving behaviour. Measuring cornering, braking and accelerating through GPS, 'Aviva Drive' can consequently offer safer drivers up to 20% off their next car insurance policy.

In order to achieve a successful launch, Aviva and its agencies did not only...

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