A new digitally-led campaign from Aviva shows two members of the public looking at what it might be like to live like their older selves. Wearing ‘movie-style’ prosthetic masks, and dressed as they might be in their mid-sixties, the participants get a glimpse of what life could be like living on the income their current pension provisions might allow them.
The campaign, focused on savings and pensions, is multi-faceted with a major focus on social media activity, including partnerships with Vice, Buzzfeed and AOL. Other activities include films, radio and TV adverts and promotions.
As part of the global brand strategy, Good Thinking* which started in December 2015 with the Aviva Drive app, the ‘Saving Smarter’ campaign is designed to raise awareness and encourage people to think about how they could save in a smarter way for the longer term.
A new interactive digital “Shape my Future” tool is available online (www.aviva.co.uk/shapemyfuture/) and is designed to give people an insight into what their lifestyle might be like when they retire. The light-hearted tool provides people with an approximate look at how the choices they make now might impact their life later. It also empowers them to think about what positive, proactive steps they could take to help them shape their own financial futures.
Lindsay Forster, UK & Ireland Customer Marketing Director for Aviva says: “By giving members of the public a glimpse of what their retirement lifestyle could be – and by showing them how they might look in their 60s, we want to grab people’s attention and get them thinking about how they can act now to ensure a better retirement.
“This is the first time that Aviva has really got behind promoting pensions and investing in a significant multi-channel campaign to engage with people about their long term savings.
“Retirement shouldn’t be just about getting by and making ends meet, it's the time where you can down tools and pick up the dreams you may have put on the back burner while working, so it’s really important for us to help customers achieve those dreams.”
Aviva has worked with several agencies in developing the campaign. adam&eveDDB devised the strategy, creative and integrated creative approach, working with Aviva to develop ambitious new social content. Zenith delivered the media strategy through critical analysis of data and harnessing new opportunities in social media and exciting new partnerships, as well as opening up new options such as cinema. Razorfish led the development of the concept, design and user experience behind the Shape my Future tool.
To learn more, go to www.aviva.co.uk/investments/save-smarter/ for top tips and interactive tools to help you save smarter.
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If you are a journalist and would like further information, please contact: Fiona Whytock, Aviva Press Office : 01904 452659 : 07800 692299 : fiona.whytock@aviva.com
Notes to editors:
*‘Good Thinking’ is Aviva’s global brand strategy which is designed to reflect Aviva’s focus on creating simple, innovative solutions to make life easier for its customers.
- Aviva provides life insurance, general insurance, health insurance and asset management to 33 million customers, across 16 markets worldwide
- In the UK we are the leading insurer serving one in every four households and have strong businesses in selected markets in Europe, Asia and Canada. Our shares are listed on the London Stock Exchange and we are a member of the FTSE100 index.
- Aviva’s asset management business, Aviva Investors, provides asset management services to both Aviva and external clients, and currently manages over £289 billion in assets.
- Aviva helps people save for the future and manage the risks of everyday life; we paid out £30.7 billion in benefits and claims in 2015.
- By serving our customers well, we are building a business which is strong and sustainable, which our people are proud to work for, and which makes a positive contribution to society.
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