Aviva: Driving performance without the car crash

Aviva, a car insurance brand, invited UK drivers to embrace the unexpected every time they got in their car by releasing a series of online videos that shone a light on all the nice surprises that happen when we're driving.

Car insurance success often relies on advertising spend and competitive premiums. Brands build memory structures through traditional advertising featuring cute characters and ear worm jingles, to secure a top spot in the consumer's mind when the decision is made on price comparison sites. For Aviva, we took a totally different approach. Without above the line spend, we applied creativity in digital performance channels, using digital to drive sustained longer-term brand impact, rather than the more typical short-term effects.

To do this, we overcame the biggest challenge in car insurance, which is widespread disinterest. People typically only spend 4 hours a...

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