First peek at Aviva's income protection TV campaign
Share
Aviva has delayed its critical-illness TV campaign in favour of an income protection advert, which will launch on Sunday.
The campaign will consist of 14-second idents and will air on ITV during period drama Downton Abbey. They tell the story of Gary (pictured), who had to leave his job after a motorcycle accident and received an income using Aviva’s IP cover. One clip features Gary saying: “You do not expect to use a policy but thank God it is there when you do.”
A social media campaign will accompany the idents and viewers are directed to the website www.thedramacontinues.co.uk.
Aviva head of protection Louise Colley says: “IP felt like the right one to go first. The CI campaign will run later this year. Using
a case study makes people realise this could happen to them.”
Le Beau Visage managing director Peter le Beau says: “Income protection is the most undersold protection product, so anything that highlights awareness is great.
“The case study route will also help IFAs who struggle to sell the product.”
If you enjoyed this article, sign up here to receive daily email updates from Money Marketing and Follow @_moneymarketing
Readers' comments (3)
Bryan Chipchase | 15 Sep 2011 2:33 pm
Great work Aviva. More of the same please.
Unsuitable or offensive? Report this comment
Geoffrey Richards | 19 Sep 2011 3:51 pm
Why isnt Paul Whitehouse in this ad?
Unsuitable or offensive? Report this comment
simon | 19 Sep 2011 5:27 pm
Geoffrey, didn't Paul Whitehouse die in the 1st ad.
But great to see Protection profile being raised.
Unsuitable or offensive? Report this comment