Aviva is in the final stages of the move to a single brand name, which is intended to boost its competitiveness in global terms.
Aviva is in the final stages of the move to a single brand name, which is intended to boost its competitiveness in global terms. By the end of 2010 Britain's largest insurer Norwich Union, Commercial Union in Poland and Hibernian in Ireland, which all fall under the Aviva group but have hitherto retained their original names, are all going to come together under the joint name of Aviva. An extensive advertising campaign is already underway in Britain, using international celebrities who changed their names at the start of their careers to draw attention to the rebranding.
One Aviva, twice the value
Aviva operates in 27 countries in Europe, North America and the Asia-Pacific Region and is constantly expanding its operations on the global front. The company's transformation has been in progress since October 2007 under the simple slogan "One Aviva, twice the value".
"In order for Aviva to continue to prosper, we have to be capable of competing effectively on a global scale with other international insurance companies," Aviva's group chief executive, Andrew Moss, explains the reasons for the transformation. "Creating a globally recognised brand represents a significant step towards ensuring global awareness of the company in the area of financial services and is an important milestone in the planning of our strategic vision of 'One Aviva, twice the value'."
A new era for a global company
The change to a common brand name is simplifying orientation on the global insurance market, which, in view of the increased mobility of customers, is of particular importance. Added to that, a common identity is an important motivational factor for employees who are appealed to by the idea of working for a major international company. A factor that will delight shareholders in particular is that a well-known international brand name also helps with opening doors to new markets and winning over new business partners. Through offering services under a single brand name, the company is also expecting to increase the effectiveness of advertising and sponsoring expenditure on a global level.
Bruce Willis features in the British advertisement for Aviva
A creative advertising campaign featuring international celebrities has been launched to announce the rebranding of British insurance company Norwich Union. Aviva has recruited some famous faces who changed their names before starting off in the world of show-business. Actor Bruce Willis, model Elle Macpherson and musicians Ringo Starr and Alice Cooper appear in the television advertisement. Ringo Starr, for example, is shown in one of the scenes from the film Beatlemania asking whether any of this would have happened to him if he had still been Richard Starkey. All the celebrities look back on the most celebrated moments of their careers asking "Would any of this have happened if I had still been ..?" and then give their real names, illustrating that a change in name is not just a formal issue.
"A joint brand name will allow us to share our experience and expertise with clients around the world. The new advertising campaign draws attention to the name-change in a dynamic way which signals the start of a new era in customer care," says Amanda Mackenzie, Aviva's group marketing director.
The advertising campaign is planned to run for six months and, in addition to the television advertisements, will also appear in the press, on outdoor and digital media.
-ends-
For more information please contact:
Milan Starý, Marketing Manager
Aviva životní pojišťovna, as
E-mail: milan.stary@avivazp.cz