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...