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After conducting a series of studies over the last 18 months, Aviva discovered that Canadians recognize insurance as a “necessary evil” and find it difficult to differentiate between the different providers, said Paul Fletcher, Aviva, senior vice-president, brand marketing.
“We understand that elements of the insurance industry don’t work for Canadians. Aviva gets that and we’ve committed very publicly to change that,” he said.
The marketing program, developed by Taxi Toronto consists of TV, print, online banners, radio, out-of-home and the ChangeInsurance.ca website.
The creative is meant to demonstrate what life might be like if insurance providers were treated the same way consumers feel they have been treated by their insurance companies.
In one TV spot, a group of unsuspecting insurance company employees on a scuba diving trip are literally thrown to the sharks. After learning that the group is on the excursion because they are the top performers at their insurance group, the guide informs them that they will be swimming with a “friendly group of dolphins.” The scuba-geared employees jump into the water, and the guide throws in a bucket of fish guts and tells them to “splash around.”
The first run of new creative is set for 14 weeks, with a second phase booked for September.
Print, outdoor and online executions use multiple-choice questionnaires that could be used to survey consumers feelings about insurance—the catch being that all of the supplied answers reflect consumer antipathy for insurance. “Do you like insurance?” asks one billboard with the possible answers being “No,” “Nope” and “Both.” The site houses an “insurance frustration quiz” that tells Aviva what users really think of insurance and how it can be improved.
The creative also touts Aviva’s money-back Claims Service Satisfaction Guarantee. If an Aviva customer is not satisfied with their service during the claims process, the company will give them a cheque equal to the value of their premium.
Mindshare executed the media buy, while Strategic Objectives handled the PR efforts.
