Aviva Safe Driving Challenge
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...