This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here.

Aviva launches new investments and insurance TV campaign

  • Print
  • Comment

Aviva has started a TV programme sponsorship campaign to raise awareness about investment and insurance products.

The firm will today launch 12 short films, known as idents, which will air around new three-part ITV drama premiere Without You, starring Anna Friel.

The 10-second idents, which will air before and after the programme and during ad breaks, will focus on “everyday dramas in real life” and contain messages about the benefits of investments, retirement planning, health and life insurance and car and home insurance.

Earlier this month, media regulator Ofcom revealed Aviva breached its broadcasting code by placing “advertising messages” in idents about income protection shown during episodes of Downton Abbey in September. Aviva says the new films will not breach Ofcom rules.

Aviva UK head of brand Sue Helmont says: “In the past, advisers have said they have used our ads as a conversation starter with their clients and we hope they can do the same again.”

Axxis Financial Planning director Owen Wintersgill says: “I welcome product awareness campaigns that people can relate to but it is hard to communicate a strong message in such a short space of time.”

  • Print
  • Comment

Daily Email Updates
If you enjoyed this article, sign up to receive the latest news and analysis from Money Marketing.

Money Marketing Awards 2015
Put your firm forward as the leading practitioner in your field. Adviser and Advertising categories are open to entries - Enter Now.

Have your sayEdit my profile/screen name

You must sign in to make a comment

Fund Data

Editor's Pick


Are you prepared to process insistent client business?

Job of the week

Latest jobs

View all jobs

Most recent comments

View more comments