Aviva Chameleon: Personal passions sealed Aviva deal

Insurer Aviva, formerly Norwich Union, needed to increase active policies and revenues, and improve brand cut through in a category where consumers struggle to see value.

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...

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