Aviva to sponsor flagship ITV Drama Premieres

Article date: 19 June 2009

Aviva today announces that its UK Life business will be sponsoring the prestigious ITV Drama Premieres series. The campaign is designed to drive up consumer awareness of its life insurance, investments, retirement and healthcare solutions, alongside the already strong association in the UK with general insurance.

Viewers will see the first Aviva-branded advertising idents* on their screens during ITV’s prime-time Drama Premieres programmes in early July 2009. Featuring the strapline, “For life’s little dramas”, the idents are built around life-defining moments to showcase the range of propositions Aviva is delivering to customers.

Gary Pepler, marketing, brand and communications director for UK Life, Aviva, says: “This is a great opportunity for us to engage with consumers and increase awareness of Aviva as a market leading provider of life insurance, investments, retirement and healthcare solutions. As the UK's biggest insurer, most of our television advertising has been focused on motor and home insurance. By adopting this new approach we believe our customers can benefit from understanding the full range of solutions Aviva has to offer. 

“Through the sponsorship, we will start to create a greater understanding of the Aviva brand and what it is that makes us different. This is part of a long term strategy to build a strong, distinctive brand that began with the high profile name change campaign in December 2008. We are delighted to be taking our message into millions of homes in this way and building on already strong foundations over the next 12 months.”

The sponsorship deal also includes online, interactive and merchandising activities which will enable Aviva to create a dialogue with viewers and tailor the content to the audience and to specific dramas. It will also feature advertorials and newsletters.

Bhavit Chandrani, sponsorship manager, ITV said: “Our ITV Drama Premieres sponsorship package features some of the best of ITV’s content and talent and we are delighted to have secured as prestigious a client as Aviva as the sponsor.”


* Idents are short advertisements which appear either side of advertising breaks.

Press office contacts:
Sarah Poulter: 01904 452828 / out of hours 07800 691569

Notes to editors: 

About Aviva
Aviva, the international savings, investments and insurance group, is the world’s fifth largest insurance group, serving 50 million customers across Europe, North America and Asia Pacific.

In the UK, Aviva is a leading provider of life, pensions, investment, general insurance and health products to more than 20 million customers. Aviva also provides roadside assistance through the RAC. Products are distributed through a number of channels including IFAs, brokers, corporate partners and direct to customers via the internet.

Aviva's UK Insurance business has a market share of around 15%, making it the largest general insurer in the UK. The business is focused on insurance for individuals and small businesses.

Aviva's life and pensions business in the UK has a total market share of 12% and a top three position in its key markets of savings, protection, and annuities.



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