Following a poster campaign which sought to raise awareness of the concept of life insurance amongst consumers, on 17 September 2007, Aviva launched a campaign to promote its mandatory private pension product "Pensia Viva".
Following a poster campaign which sought to raise awareness of the concept of life insurance amongst consumers, on 17 September 2007, Aviva launched a campaign to promote its mandatory private pension product "Pensia Viva". At the forefront of the campaign is Mihaela Rădulescu, in her capacity as ambassador for the Aviva brand, together with her mother, who has chosen to be alongside Mihaela in this campaign.
Before naming someone as ambassador for the brand, Aviva carried out an opinion poll amongst 18-45 year-olds, and they voted for Mihaela Rădulescu as the star who inspires the greatest degree of credibility, with a forward-looking approach, a positive attitude, and a winning spirit, thus best representing Aviva's values.
Also involved in Aviva's campaign to promote mandatory private pensions was Mihaela Rădulescu's mother, as the message behind the campaign was more credibly voiced by the second generation.
"I feel honoured to be the ambassador for a brand with such a pedigree. What's more, this experience is particularly special, because it's the first time that my mother has appeared alongside me in an advertising campaign. I hope that Romanians will understand the importance of planning for their financial future in retirement and will make a decision about this while they are still young," stated Mihaela Rădulescu.
"It's absolutely fantastic to work with your own daughter! For me it was like going back in time, because I haven't worked directly with Mihaela since the time when she was a pupil and I was her Romanian teacher... Only now the roles were reversed, with the daughter becoming the teacher and the mother the pupil! I didn't believe that I could manage in front of the cameras, especially as I had the whole film crew in front of me! But fortunately I had Mihaela alongside me as well, and she helped me enormously. After the initial stumbles I realised that I could do it if I focused and forgot about where I was. I tried to identify as much as I could with the role that I was playing, because I very much believe in the importance of financial planning in everyone's lives. This is what I've also tried to put across to Mihaela ever since she was very small," stated Mihaela Rădulescu's mother.
The TV advertisement begins with Mihaela's mother telling everyone about pensions and the only private pensions provider with over 300 years' experience: Aviva. Just as she goes on to state that there's no point talking about pensions when you're already advanced in years and that people should take action when they're young, her image changes into that of Mihaela. The advert finishes with Mihaela talking about the pension product offered by Aviva - Pensia Viva and about the three promises that Aviva makes to its customers: value, growth and security.
"I chose as the basis for communication the concept 'Retirement can be wonderful', built around the idea. The choices you make when you're young will determine your financial future when you're a pensioner," stated Giliola Ignat, advertising & PR manager Aviva Romania.
The campaign slogan "Choose your future!" Pensia Viva
The initial creative idea was arrived at internally, with Punct Advertising being the agency which brought the concept together across all the different media. The media buyer is Starcom Media.
The campaign will run over the period 17 September 2007 - 17 January 2008, and will be carried by the majority of conventional media outlets (TV - 10 channels, radio, outdoor, internet, indoor, the printed press, transit media) and the unconventional (escalators and revolving doors in shopping malls, handles inside underground trains, newspaper kiosks etc).
The campaign is being run nationally, with a target audience of 18-45 year-olds.
Aviva has ambitious plans for the mandatory private pensions market, aiming to win 30% of this market.
"Aviva is one of the largest overseas investors operating in the financial services market in Romania. The company is proposing to invest up to 100 million euros in its newly established pensions company. We have over 31,000 well-trained marketing agents authorised by the CSSPP and one of the best investments teams in the country. First place in the mandatory private pensions market is not an act of courage, but of perseverance," stated Shah Rouf, CEO Aviva Romania.
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For further information:
Giliola Ignat
Marketing Manager - Advertising & PR
Telephone: 0723 310 378
E-mail: giliola.ignat@aviva.ro
Notes to editors:
About the Aviva group
Aviva is the oldest insurance group in the world and the largest in Great Britain, dating back to 1696. Today, Aviva has 59,000 employees and 40 million customers in 27 countries across the world.
Aviva is the market leader for life insurance in Europe. Aviva has revenue from insurance premiums and investments totalling 61 billion euros and administers over 535 billion euros' worth of funds.
The Aviva Romania
Aviva Romania includes three companies: Aviva Life Insurance, Aviva Administration Company for a Private Pension Fund, Certinvest (purchased on 13 September 2007)
About Aviva Life Insurance and Aviva Administration Company for a Private Pensions Fund
Aviva began operating as a provider of life insurance in Romania in 2000 (Aviva Life Insurance SA) and currently insures over 430,000 Romanians.
On 26 July 2007, Aviva received approval from the Oversight Committee for the System of Private Pensions to set up a company to administer private pensions (Aviva Administration Company for a Private Pension Fund SA), and on 25 August received authorisation to administer its mandatory pension fund - Pensia Viva.
About Certinvest
Certinvest currently administers 24 million euros in 4 mutual funds, each of them based around a different type of investment: Intercapital - a shares fund, Capital Plus - a balanced fund, Orizont - a fixed-income (bonds) fund and Tezaur, a capital market fund. Certinvest also administers individual investment accounts for high-earning customers.
Certinvest has shown throughout the years that it is one of the most dynamic and innovative administrators in the market. The company launched the first commission-free sales fund on the Romanian market (Tezaur) and the first bonds fund in Romania (Orizont). Certinvest is also proud to support the bull market for investment funds in Romania.
About Pensia Viva
The investment policy of the Pensia Viva Product fund, administered by Aviva consists of a mixture of prudent and balanced investments.