Aviva Safe Driving Challenge

This case study explains how Aviva, the insurance company, challenged people to show how safely they drive and increased its car insurance sales in the UK.

Aviva Safe Driving Challenge

Chris Davies, Lucy Ogilvie and Cam Davies

Campaign details

Brand: AvivaLead agency: ZenithContributing Agencies: Adam&EveCountry: United KingdomIndustry: InsuranceChannels used: Content marketing, Mobile & apps, Online display, out-of-home, Social media, TelevisionBudget: 3 - 5 millionCategory: Effective Channel Integration

Executive summary

Consumer faith in insurance companies is at an all-time low; even bankers are considered more trustworthy. In the face of such cynicism in the category, generic advertising was doing little for Aviva's business: brand health and baseline sales had seen two years of...

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