Aviva launches 'Magic Money' social media campaign

Article date: 21 November 2011

  • Younger workers targeted in campaign to encourage saving for the future

Aviva is using "magic" in a newly launched social media campaign to raise awareness among younger workers about the importance of making the most of their hard-earned cash.

In a series of short film clips shot on the streets and in the bars of Brighton and London, magician Pete Hathway uses magic tricks with money as the central theme to bring home the savings message to a generation of workers.

The films have been placed on popular social media sites such as Facebook with the aim of engaging and entertaining viewers around the idea that they can do more with their money, particularly in their workplace.

Social media sites have been chosen as an innovative and entertaining way to reach this younger audience while also sharing ideas and provoking conversations. With about half  of the UK online population on Facebook*, and a quarter of these aged 25-34, social media is a relevant way of connecting with this age group.

Aviva’s head of brand Sue Helmont said: “This campaign has been developed to really entertain this younger audience of workers who are regular users of social media. But our overall aim is a serious one – we want to get this younger generation thinking about ways they can make their money work for them in the future.

“Almost half** of the UK working population do not have a pension that they or their employer are saving into, and we know that traditional ways of discussing pensions and retirement are not always going to strike a chord with everyone.

“For younger workers establishing their careers, it’s understandable that saving for retirement seems a long way off but this is a conversation every employee should be having sooner rather than later.

“With regulatory change on the way, including the introduction of automatic enrolment, we have the opportunity to really engage with younger people about the need to think about their money and in particular, the benefits of saving in the workplace.”

The Magic Money campaign has been developed in collaboration with Aviva’s agency Abbott Mead Vickers BBDO and Pretzel Production, and will run over a three week period from today (21 November).


If you are a journalist and would like further information or images from the films, please contact:

Diane Mangan: Aviva Press Office
Telephone: 01904 684164 / 07800 691714
Email: diane.mangan@aviva.co.uk

Fiona Robertson
Telephone: 01904 452659 / 07800 692299 
Email: fiona.robertson@aviva.co.uk

Notes to editors:  

The full films can be viewed via the following www.youtube.com/avivauk

* Socialbakers.com - Facebook statistics (acquired 14 November 2011).

**Source - 46% - ABI Quarterly Consumer Survey (June 2011), ABI data

Aviva is the world’s sixth largest* insurance group. We provide 44.5 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 over 14 million customers. 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 £4.3 million 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/

Follow us on twitter: www.twitter.com/avivaplc

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

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