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Aviva plans critical-illness TV campaign

Aviva is launching a critical-illness TV campaign which it hopes will stimulate the CI market.

This week’s Money Marketing reveals the ads will air on ITV in September and will be based on a case study of an Aviva critical-illness customer. The campaign follows the provider’s hardhitting life cover TV ad, featuring Paul Whitehouse, which aired in February.

UK Life chief executive David Barral says: “We are in the middle of working on a CI case study and an advert will be created to support that. We will keep pushing to stimulate the market.”

Le Beau Visage managing director Peter Le Beau says: “One of the big problems protection has is there is not a lot of high-impact advertising. The success of the Paul Whitehouse adverts indicate that emotional advertising does work. People need to see that nasty things can happen and that they need CI.”

Master Adviser partner Roy McLoughlin says: “People are in situations where they have a friend or relative with a severe illness and if they see a strong ad they are likely to think about taking out cover.”


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There are 10 comments at the moment, we would love to hear your opinion too.

  1. Excellent. Well done Aviva. Hopefully other Life Offices will follow their lead.

  2. The policy offered by AVIVA won’t necessarily cover for “severe illness” and this is one of the things that clients fail to understand unless it is pointed out clearly to them!

    I wouldn’t dare make a recommendation of CIC without recommending Income Protection as well because there are far too many things now a days which are Severe but are not deemed critical and far to many shades of ‘critical’ varying from provider to provider for my liking.

    I wish them luck in getting this over to the general public in 30-90seconds!

  3. Excellent idea and to be commended. More Providers should be driving this message home as powerfully as possible.

  4. Well done Aviva they should be applauded for increasing public awareness of the benefits of critical illness cover. Pity though that one provider has borne the cost as all providers involved in writing Protection business should have shared cost to increase public awareness through the TV advertising.

  5. The FSA should be given the serious task of implementing strategies that will reduce the UK’s life cover and pension shortfalls and be put on a results based pay structure. Well done Aviva.

  6. Well done Aviva, advertisement is, costly as it may be, the way to reach the majority of a potential client base. After the last three years of economic meltdown IP, CI and Life cover are so important and I hope that the majority of Life offices see its value

  7. Indeed, well done Aviva. This should help all providers, not just Aviva as MA commented, CI is an all or nothing policy and Aviva only offer this. I would imagine MA likes the Pru’s severity based all or something approach!

  8. I would have thought that critical -illness cover would have been included free of charge if you already have a pension product with this company.After all I would wager if you were not ill when you took out a pension product with them you would be later after seeing the effect their high charges and abysmal performance caused by the spivs in the city.

  9. Anne Janette Mccoy 19th August 2011 at 12:34 pm

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  10. Ah the redoubtable and forever lost Lesley – again.
    So why didn’t you monitor performance? They actually do have some fairly decent funds – evidently – yet again – you were in the wrong ones. Furthermore you could always have transferred. I freely admit that some life offices are distinctly second rate – that’s precisely why do it your selfers like you (I presume I have this right) are forever having less than good experiences.
    As ever it is always someone else’s fault. And why do you assume you can get something for nothing? (Or were you part of the rioting a looting? – Same attitude)
    I guess you are not a practitioner – so perhaps you are also too parsimonious to engage a decent IFA and the result (for you) is it would seem interminable disasters.
    I can only say – servers you right.

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