Aviva: Driven to Distraction

Chris Davies, Lucy Ogilvie and Bruce McGowan

This case study shows how Aviva, an insurance company, created a hidden camera TV short series to illustrate the dangers of reckless driving.

Aviva: Driven to Distraction

Chris Davies, Lucy Ogilvie and Bruce McGowan

Campaign Details

Brand: AvivaBrand Owner:Lead Agency: ZenithCountry: United KingdomIndustry: InsuranceChannels used: Content marketing, Social mediaBudget: 500k - 1 million

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 decline. We needed another way.

Sobered to discover that one child is killed...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands