Well done Aviva
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It is not too often that journalists rush to heap praise on life companies but Aviva’s current protection advertising campaign should be applauded.
The high profile TV campaign began on Monday night and, if like me, you missed it being aired during Jamie’s 30 min meals or Big Fat Gypsy Weddings you can watch it here via YouTube.
Aviva director of protection Richard Verdin says he anticipates a bit of criticism as the firm has gone further than others in pushing the dangers of not protecting yourself and your family.
But I think the advert is careful not to overstep the mark in terms of taste whilst spreading a powerful and important message that is being ignored by far too many people.
Tom Baigrie’s project, which attempted to persuade insurers and reinsurers to pay for a £5m media advertising campaign pushing the need for protection, was unable to get off the ground due to funding problems. But it is great to see an insurer going it alone and committing such a significant sum itself.
Obviously the campaign is primarily designed to benefit Aviva but the positive effects of the message should be felt more widely. At the end of the advert people are directed to contact Aviva or their financial adviser. It is not the first time an Aviva ad has pushed a positive message- its recent TV annuity campaign promoted the need to shop around in general and seek financial advice, as well as pushing the provider’s products.
With margins tight, consolidation cutting provider numbers and clouds hanging over other players in the market, it is encouraging that such large sums of money are being invested in promoting this important message.
The industry-funded Consumer Financial Education Body should take note of Aviva’s great efforts and consider ways it can also help educate the general public about the realities of not ensuring your family will be adequately supported should tragedy hit.
Well done Aviva.
Paul McMillan is editor of Money Marketing- follow him on twitter here
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Readers' comments (12)
pete wildebeast | 21 Jan 2011 1:47 pm
Agreed.
Pity Bruce Willis wasn't in it though.
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Stuart Mahoney | 21 Jan 2011 1:47 pm
Wow, what a brilliant piece of communication.
Well done all involved at Aviva.
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Jeff | 21 Jan 2011 1:56 pm
Agreed Also - great Ad!
Let's hope it's not pulled by those fools at the ASA, like the annuity one, before the public get the message....!
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Dennis Haggerty | 21 Jan 2011 2:22 pm
Yes a brilliant ad.
Lets hope Aviva sales rocket as a result to encourage them to put money and the same creative expertise behind their forthcoming short term Income Protection product. This is a class of business that requires rehabilitation and re-presenting to consumers. It will take advertising of this quality to wake up people to the need to also protect their familiies whilst the 'breadwinner' is still alive.
Very well done to the marketeers at Aviva.
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Keith | 21 Jan 2011 2:24 pm
A really important advert.I lost my partner a year ago and I deal with clients in the same situation of course. Its made me evangelical about protection as you can imagine, if i'd taken my own advice I would be at home now, not working all hours and bringing up a 6 year old. Remember that when you speak to your next client.
Congratulations AVIVA, a great effort.
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Alistair Niven | 21 Jan 2011 2:27 pm
Nothing like a bit of old fashioned salesmanship, it works wonders.
"Backing up the hearse and letting them smell the flowers" is a very difficult thing to pull off -- and Aviva have done it stunningly well.
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Dave Campbell | 21 Jan 2011 2:47 pm
WTF? It is less offensive than most advertising but you are thanking a large corporation for trying to sell its products to people?
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Glenn | 21 Jan 2011 3:37 pm
Ok I wondered what affect it had on people so did a poll on a forum I am on. Now the questions were:
Did it make you think? 45% yes
Did it affect you at all 45% no
Did it make you want to do something about it 10% yes
So it has helped however most people think Paul Whitehouse was too anyoying before which does not help!
So its still up to us to spread the word and now should be a good time as have you seen the advert is a good starting block.
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Gillian Cardy | 22 Jan 2011 3:35 pm
I wonder how many viewer's opinions of this advertising will be affected by Aviva's other big news this week ... a Cautious investment that could go down by over 30%.
Classic timing from the marketing department!!
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Trevor | 24 Jan 2011 8:58 am
I think you mean Barclays, Gillian - I assume you refer to Barclays £7.7m fine for mis-selling Aviva products?
Classing timing from someone not reading the news.
Good ad. Anything which puts some pressure on the protection gap is good.
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