Aviva UK: We're not going to sell car insurance anymore - we're going to make British roads safer

This case study details how Aviva, a British insurance company, drove greater salience of its car insurance by creating emotional connections with its consumers in the UK market.

Aviva UK: We're not going to sell car insurance anymore - we're going to make British roads safer

Agency: Adam & Eve and Zenith Optimedia

In contrast to Aviva's longstanding heritage, a focus on short-term value messaging threatened the bottom line. To safeguard its future, Aviva needed to radically change its approach and deliver long-term profitability.

Strategy

Financial Services is a category that excites few.

For Aviva this was particularly true. It's known primarily for car insurance, the most transactional and least emotive product in the insurance market.

Reflecting that lack of emotion, branded insurers like Aviva and their Price...

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