The brand campaign will use tried and trusted brand-building tools and will focus on strengthening the Aviva life insurance brand in the Czech Republic.
- Aviva to launch new advertising campaign in September
The brand campaign will use tried and trusted brand-building tools and will focus on strengthening the Aviva life insurance brand in the Czech Republic. The campaign, set to kick off in early September, will be founded on a high-visibility advertisement with a yellow background, an attractive headline and Aviva's logo. The campaign slogan draws attention to how important our nearest and dearest should be when planning our own lives.
The campaign is to be launched on 1 September 2008 and will run until 31 October 2008. The yellow of Aviva will be appearing on mega-billboards, billboards, CLV, PLV, posters on public transport and hypercubes in Prague, Brno, Pilsen, Hradec Králové, Liberec, České Budějovice and Ostrava. The cities were selected to ensure even coverage of both Bohemia and Moravia and to reach a high number of people. Another factor which played a role was the location of Aviva's regional offices able to take advantage of the campaign's potential. In addition to the outdoor campaign there is also going to be an Internet clip.
The insurance company came up with the creative vision and the graphic production was then entrusted to the Astron studio. Mediaedge:cia is responsible for selecting the outdoor sites.
"There were a lot of possible suggestions relating to life insurance for the campaign's main slogan", Milan Starý, Aviva's marketing manager, reveals the campaign strategy. "The idea behind the final proposal is to really get the message across about the moral obligation, not yet in the forefront of people's minds in the Czech Republic, to provide for our nearest and dearest for when life takes a turn for the worse."
The September campaign will serve as a reminder that Aviva can be a strong, reliable partner for people who are ready to prepare for this.
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For further details please contact:
Milan Starý, Marketing Manager
Aviva životní pojišťovna, as
E-mail: milan.stary@avivazp.cz