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Categories:Protection

Aviva launches hard-hitting TV ad campaign for life insurance

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Aviva is launching a national TV advertising campaign to promote awareness among families of the benefits of taking out life insurance.

The advert first airs this evening and the campaign will run for a month.

It features actor Paul Whitehouse who plays a father talking about his family’s financial security as they pack to go away on holiday.

The character mentions the cost of university being paid for his daughter, and his son’s swimming lessons.

The end of the advert reveals the father is no longer alive  but is simply watching life continue for his family.

The advert looks at family life in a ‘post-death’ situation, rather than from the traditional ‘what if this happens to you’ perspective.

The campaign dates back to consumer research carried out at the start of last year looking at the barriers to buying life assurance.

Consumers then had to come up with concepts that would encourage them to buy life cover. One of the key findings to come out of the research was that consumers said they had to be “emotionally disturbed” into taking action and buying cover.

Aviva would not disclose the cost of the campaign, but it is thought to be a six-figure sum.

The campaign will be supported by an IFA follow-up campaign.

Director of protection Richard Verdin says: “We may be criticised for this advert as we accept that we have gone further than other companies have gone traditionally. But we believe in what we have done because it is based on extensive consumer research.

“Consumers have assured us that this is the advert that they would take action on.”

To view the Aviva advert via You Tube, click here.

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Readers' comments (17)

  • So - a modern variation on the old 'Widows Story' from Allied Dunbar/Abbey Life days?
    It will be interesting to see if it works...

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  • I expect we will see many more such adverts as product providers try to increase business especially via their online offerings. Aviva has an online offering where consumers can apply direct.

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  • Well done Aviva. May talk and few do. Good luck.

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  • Anyone got the plot yet?? Aviva like many others are using money and dominance in marketing, along with the direct Insurers (owned by banks) to sell retail Insurance direct to the public.
    AIM, to put small brokers and IFA’s out of business with the help of RDR and the FSA.
    Is it only the blind and deaf who cannot see or hear it, or is it being deliberately ignored???
    Now you have an ex director of Aviva heading up AIFA, wake up and smell the coffeee guys and gals.

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  • Good stuff.. Widows story.. name and address of yer Doctor and away you go.. anything that can get the story over to the masses has to be a good thing...

    Online/Direct products have always been there and whilst the Aviva/Others applications are currently XX pages, that, and for all the reasons that haven't changed, a good IFA should be able to outmanoeuvre a direct offering with solid reasons as why they should be used......

    (Now where's last Sunday's News of the World....? If I get my application off for some life cover, they will give me a free alarm clock, an M&S voucher and a steak supper with Jordan…?

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  • It was my understanding that the FSA does not "allow us" to disturbe the client. I was trained that we cannot disturbe them into buying insurance under any circumstances. So why can AVIVA do somethig we cannot?

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  • It was my understanding that the FSA does not "allow us" to disturbe the client. I was trained that we cannot disturbe them into buying insurance under any circumstances. So why can AVIVA do somethig we cannot?

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  • Just seen the advert well done Aviva for highlighting this. Also noticed the or call a financial adviser wish some of my fellow industry collegues could take the positives out of this and use the oppertunity to increase business.

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  • Saw the advert last night was really impressed by the way Aviva tackled this. I would say the advert provokes thought and not disturbs and thats why they can do it. I was trained up on the widows story and that definatley disturbed. Also liked the or speak to a financial adviser at the end. No other company does this and many have direct deals in place

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  • Comments on Aviva twit stream,prove that the public in the majority,think AVIVA has gone too far, personally,after the horrendous treatment myself and family have got,I think its just another sick ploy to get your money,Aviva, dont do favours!!Quite the opposite, trust me

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