Aviva: Let's Change Insurance
|Business Results Period (Consecutive Months):||April-September 2008|
|Start of Advertising/Communication Effort:||April 2008|
|Base Period for Comparison:||April-September 2007|
a) Synopsis of the Case
Bold advertisers in the past have proven that a jujitsu approach to strategy can help brands turn a perceived weakness into a strength. But what if people are turned off by the whole category you operate in? And what if they are so cynical they're not prepared to listen to you? This is the story of how a convention-doubting insurance company – one that almost no one had heard of...