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...

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