Aviva: One careful owner

Jeff Lush

This case study explains how Aviva, the British insurance company, used a humorous approach featuring a well-known character comedian to offset the price-focused approach of price-comparison websites.

Aviva: One careful owner

Principal author: Jeff Lush, AMV BBDOContributing author: Ollie Gilmore, AMV BBDO

Introduction

The story of this paper is one about the essence of marketing. About whether it has the power to help a brand withstand a fundamental attack on its business model; whether it can help it stand up to the forces of commoditisation; whether it can attract and engage customers sufficiently to avoid a price-slashing race to the bottom.

We might as well be clear upfront, this is not a story of growth, it is a story of survival through efficiency in...

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