Aviva: Let's Change Insurance

Aviva was number two in market share in the Canadian auto and home insurance category, but only had 2–3% in unprompted brand awareness.

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...

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Insights Team
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