Aviva launches life insurance radio advertising campaign

Article date: 30 September 2013

  • Advert Features ‘Ghost’ Dad From 2011 TV Advertisement

Aviva is again highlighting the importance of family protection with a series of four radio adverts which can be heard across UK stations from Monday 30 September 2013.

Airing as part of a six-week marketing campaign, the attention-grabbing commercials build on the success of Aviva’s ‘holiday packing’ TV advert which first aired in 2011 and featured a father watching over his family from beyond the grave.

Three of the radio adverts focus on post-death scenarios, demonstrating how life insurance can provide support when families are adjusting to the loss of a loved one. Each features a different character and views a family’s loss from a different perspective to highlight how protection can help at many stages - from the point of claim, to years down the line.

The fourth commercial highlights Aviva’s free life cover for new parents offer, which provides £10,000 for each new parent up to their child’s first birthday*.

As in previous Aviva campaigns, Paul Whitehouse features as the voice of the customer. In one commercial he reprises his role of 'Liam', the father figure from the 2011 TV advert. The character talks about how he was able to make sure his family were taken care of financially, because he had life insurance in place. Other adverts consider the varied challenges of making a life insurance claim, coping with a new baby and even the poignant task of cooking without the help of a lost loved one.

The adverts are part of a wider marketing campaign which incorporates social media, PR and online / digital content.

Louise Colley, protection distribution director for Aviva says: "When we launched our TV advertising campaign in 2011 we knew from customer feedback that we needed to be brave in order to make people stop and think about their protection needs. This still holds true, so we have taken a similar approach here. We’ve also used different situations to show the long-term support protection can offer – quite literally from the cradle to the grave.

“No one likes to think about worst-case scenarios, but sadly they are a reality, so this campaign is a reminder that we need to consider 'what ifs' sooner rather than later and take action. The adverts also encourage people to contact a financial adviser to discuss their protection needs, so this campaign will offer another opportunity to open conversations with new and existing clients."

The radio commercials can be heard from 30 September on Heart FM, Absolute Radio, Capital FM, Bauer, Free Radio (West Midlands) and Total Real Radio UK.

To support the adverts, short films where consumers explain their experiences and understanding of life insurance will be available on aviva.co.uk/lifeinsurance. The materials will also be used to support a digital advertising campaign that utilises new media such as KindleFire, a first for UK life insurers. In addition, consumers will be encouraged to think about protecting people who matter most to them through a social media campaign via Facebook, Twitter, blogs and through a partnership with Mumsnet.

- Ends -

If you are a journalist and would like further information, please contact:

Sarah Poulter : Aviva Press Office : 01904 452828 : 07800 691569 : sarah.poulter@aviva.co.uk

Notes to editors:

* Aviva’s free life cover for new parents provides £10,000 of life cover, per parent, up to their child’s first birthday. It pays out £10,000 if a covered parent dies on or before their baby's first birthday. Parents can take out the plan once their baby has been born and before they are twelve months old. Terms and conditions apply.

** The radio advertisements portray:

  • A new parent trying to calm his new baby - to promote Aviva’s free life cover for new parents.   
  • A widower who is ringing his insurance company to inform them of his wife’s death – to show that Aviva tries to settle claims over the phone rather than through paperwork.
  • A husband who is trying to cook a favourite meal, without the help of his wife who we discover has passed away.
  • The ‘ghost’ figure from Aviva’s 2011 TV adverts who is watching over his family from beyond the grave. The latter two adverts highlight Aviva’s payout rate of 99.3% for life insurance claims.

Aviva provides insurance, savings and investment products to 34 million customers worldwide.

We are the UK’s largest insurer with over 14 million customers and one of Europe’s leading providers of life and general insurance. We combine strong life insurance, general insurance and asset management businesses under one powerful brand. We are committed to serving our customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which our people are proud to work.

Aviva Plc is in the top 10% of socially responsible companies globally in the Dow Jones Sustainability World Index.  In 2012 we invested £5.7m into our UK communities. One in three of our employees were involved in community investment activities which included giving nearly 30,000 hours.

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, especially education. 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 http://www.aviva.com/media/video/.

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