First peek at Aviva’s income protection TV campaign

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

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.”