Personal passions sealed Aviva deal
Louise Nolder and Emma Smith-Cox
Insurance giant Aviva transformed its fortunes by focusing communications on how customers could spend savings in insurance premiums on their hobbies and passions
MARKET CONTEXT
The glory days of Norwich Union (Aviva's previous incarnation) were in 2003 when the 'Quote me happy!' advertising tagline evolved into common parlance. By 2009, however, successive ad campaigns had failed to deliver the same impact and Norwich Union was dropping off people's insurance 'quote lists'.
As the brand struggled to move with the times, so the times were moving without it. The inexorable rise...