Aviva adverts use real customer stories to show importance of protection

Article date: 14 September 2011

Aviva is again underlining the importance of protection with a series of new television idents (mini adverts) which will appear as part of its ITV Drama Premiere sponsorship package.

Launching on 18 September 2011 during ITV’s flagship Downton Abbey programme, the first idents show how customers can benefit from income protection. Further idents will highlight other product areas over the coming months.

Although performed by actors, the films are based on real-life situations of Aviva customers who have claimed on their insurance. The stories were chosen specifically to show how the lives of everyday people can suddenly take a dramatic turn, but that financial support can help in their hour of need.

The 10-second idents - the short adverts shown before, during and after commercial breaks - each feature a different element of the customer’s story, to portray their journey over time. Over the course of eight weeks viewers will see the customer’s whole experience.

This latest initiative follows on from Aviva’s emotive life insurance advertising campaign which achieved industry acclaim when it appeared on TV screens at the beginning of the year. The idents provide advisers with another opportunity to engage with their clients on the important subject of protection. As with the previous television advert, the idents are designed to build awareness of protection, to enable advisers to have informed and engaged conversations with their clients.

The first ident to be shown covers the story of Gary, an Aviva income protection customer. Gary sustained serious injuries in a motorcycle accident which meant that he could no longer continue to do his job as an engineer. Fortunately his policy provided him with an income while he was unable to work. It also enabled him to retrain for another profession, while continuing to receive an income from Aviva.

Later in the year, a second ident will depict how Aviva supported Jane, a critical illness customer and single mother of two, as she coped with cancer.

The customers were heavily involved with the development of the adverts to ensure the portrayal is as realistic and true-to-life as possible.

Louise Colley, head of protection for Aviva says: “We know only too well that some advisers can find it very difficult to raise the subject of protection with their clients. Nobody really likes to think about the ‘what if’ scenarios, but the reality is that the unexpected can happen to anybody – so we want to help advisers make sure that their customers are adequately protected.

“Advisers have told us that our TV life insurance campaign helped them to engage with their clients because they were now aware of the need for protection. These latest idents will hopefully help to build awareness with consumers and therefore make it easier to open up further conversations.

“Gary’s income protection policy provided him with the peace of mind of knowing he was financially secure, so he could concentrate on getting better. We hope that the idents will encourage people to think about protection, so should the unexpected happen, the financial support is there to help at a very difficult time.”

Viewers can see the real customers telling their stories in their own words, through a campaign on interactive (red button) itv.com and Facebook. To see these videos visit www.thedramacontinues.co.uk.


If you are a journalist who requires further information, please contact: 
Sarah Poulter
Aviva Press Office
01904 452828/07800 691596

Images and case studies are available on request.

Notes to editors:

Aviva is the world’s sixth largest* insurance group. We provide more than 53 million customers with insurance, savings and investment products with total worldwide sales in 2010 of £47.1 billion**.

We are the UK’s largest insurer with 19 million customers and one in three households has a relationship with us. Our combination of life, health and general insurance is unique in its scale and breadth in the UK market. Customers can choose to buy our products through intermediaries, our corporate partners or from Aviva direct and we have become the partner of choice for many of the UK’s biggest organisations. 

We are ranked as one of the UK’s top 10 most valuable brands and Aviva plc are in the top 10% of socially responsible companies globally in the Dow Jones Sustainability World Index. In 2010 we invested £4.3m into our communities in the UK, which included 1,500 Aviva volunteers giving 24,000 hours for good causes. In addition, our employees gave £600,000 through fundraising and donating. Read our corporate responsibility report at www.aviva.com/2010cr.

Aviva is working in partnership with Railway Children through the Aviva Street to School programme to get children living or working on UK streets back into everyday life. Find out more at www.aviva.co.uk/street-to-school.

The Aviva media centre at www.aviva.com/media includes company information and a news release archive.

For broadcast-standard video, please visit www.aviva.com/media/video/.

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* based on gross worldwide premiums at 31 December 2010.
** at 31 December 2010.

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