Aviva Campaign 2

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Aviva

The Modern-Day Broker App

In April 2012, we were appointed Aviva’s lead strategic and creative B2B agency with the objective of creating cost and business efficiencies, as well as creating a unified point of view across all Aviva divisions' communications. This appointment gave us the remit to create a single-minded brand promise for all B2B audiences and an ideal opportunity to apply our UnLimited thinking and expertise to develop a unified integrated communications strategy and from time to time tactical marketing programmes.

Building
On Change

Already embracing some of the biggest changes in their industry, one of our first briefs was to create an integrated campaign that promoted the launch of Aviva's new iPad app version of their successful Fast Trade portal. Our unifying message hinged on the already well-known and successful Fast Trade platform and our previously successful Aviva campaign.

The original creative device used a simple, yet effective word cloud that summed up Fast Trade in two words… Quicker & Slicker. This was an extremely useful device that allowed us to demonstrate many important proof points in a very visual and creative way. Working closely with the team at Aviva, we evolved this idea to highlight the experience of using an iPad app - ‘Quicker is now even Slicker’.

The campaign was supported across trade press, trade online display, email and an on-sight hero banner within the existing Fast Trade portal.

The Result?

Within the first two weeks of the campaign, the app was downloaded over 300 times and exceeded the total amount of transactions that had been undertaken in the previous year.

Here's what Claire Gooderham, Senior Broker Marketing Manager at Aviva said:
"This was a first to market initiative so it was essential the creative and campaign got the cut through required. We were delighted with the app creative – the result being a campaign was clearly a part of our integrated online strategy but also a standalone innovative insurance initiative.  The results were immediate to see in terms of both click throughs and downloads, and the campaign exceeded our targets very quickly."

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