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.”