Aviva France, a major player in life insurance and long-term savings, asset management and non-life insurance, created in 2002 as the result of the merger of the insurance companies Abeille, Victoire and then Norwich Union, will be back on our TV screens from 18 June 2007 with an advertising campaign designed by its new agency BDDP & Fils.
Aviva France, a major player in life insurance and long-term savings, asset management and non-life insurance, created in 2002 as the result of the merger of the insurance companies Abeille, Victoire and then Norwich Union, will be back on our TV screens from 18 June 2007 with an advertising campaign designed by its new agency BDDP & Fils.
The new campaign is part of one of Aviva's strategic thrusts for 2007, which aims to strengthen its brand presence in France. The objective is to raise awareness of Aviva's business and its specific solutions and approaches through five 20 and 25 second commercials. To set the brand apart from the majority of advertising that focuses on being entertaining, Aviva and BDDP & Fils opted for an understated, offbeat tone and style.
"We approached five agencies, and finally chose BDDP & Fils because they had a good grasp of our advertising challenges, which enabled them to produce distinctive adverts, breaking with the current trend, and getting back to the basics of the insurance industry," explains Laurent Gibert, communication manager for Aviva France.
In addition, Aviva France has adopted a new signature phrase - "penser plus loin" - the French version of Aviva plc's international signature, "Forward thinking", which reflects the group's commitment to standing by its customers in the long term.
In a series of commercials, the campaign, which gets down to the basics of insurance, highlights the aspects of society that have led Aviva to develop its range of tailored solutions. The first two films, released on 18 June, support the "pension" and "home insurance" offerings.
This new campaign also sees Aviva adopt a new sonic identity.
The campaign will be widely broadcast on TF1 and France 2, cable channels and Canal Plus.
The DVD of the commercials is available upon request.
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Aviva press contact:
Estelle Joubert
Telephone: +33 (0)1 7262 5786
E-mail: estelle_joubert@aviva.fr
BDDP & Fils press contact:
Perrine Collin
Telephone: +33 (0)1 5538 3756
E-mail: perrine.collin@bddpetfils.fr
Notes to editors:
About Aviva
Aviva is Europe's leading provider of life insurance and long-term savings products with strong positions in other markets around the world. Based on gross premiums at 31 December 2005, Aviva was the world's fifth-largest insurance group. Aviva's principal business activities are: life insurance and long-term savings, fund management and general insurance. At 31 December 2006, Aviva had turnover of €61.9 billion and €543 billion of assets under management.
With more than 150 years' experience in France, Aviva is one of the top 10 players in the insurance market. Aviva France operates with a balanced multi-distribution model, which has proven to be hugely successful: 875 general agents, 1,800 branch staff, 400 life insurance advisers, 1,000+ brokers, and its partners (Union Financière de France and Médéric). Aviva France also has major partners such as AFER, the largest savings association in France, and the Crédit du Nord Group. Specialising in unit-linked products, Aviva is recognised for the excellent performance of its long-term funds and solid commitment to its customers through its Good Advice approach. Aviva employs more than 3,200 staff. At 31 December 2006, Aviva France recorded consolidated sales of €6.4 billion, a consolidated operating profit of €689 million (based on the embedded value - EEV/IFRS standards) and managed assets worth €72.9 billion.