Aviva, the world’s sixth-largest insurance group, returns to the French and international media scene with a new global campaign designed by its agency CLM BBDO.
Aviva, the world’s sixth-largest insurance group, returns to the French and international media scene with a new global campaign designed by its agency CLM BBDO.
In France, the main objective of this campaign is to significantly increase awareness of Aviva among the general public. It also aims to consolidate a solid brand image that sets Aviva apart.
Insurance in your image
On 27 September 2010, CLM BBDO launched the new Aviva France advertising campaign under the slogan "L'assurance à votre image" (Insurance in your image). It is a modern campaign with a human touch, intended to establish a lasting brand territory that is original, recognisable and memorable.
Laurent Thérézien, marketing manager for Aviva France, is delighted with this new campaign: "By giving this campaign the slogan 'Insurance in your image', we're reminding people that we place our customers at the heart of our strategy and that they are our primary concern. It also reaffirms our wish to promote our Good Advice policy and provide tailored solutions. This campaign will enable us to reaffirm our values and show the range of areas we cover, to position ourselves as a major insurance player."
The idea for the campaign was based on recognition of the fact that every human being is unique, with specific needs and desires. Why should everyone have the same insurance policies?
Aviva highlights its uniqueness by giving individuals a voice. Luc Bourgery, Deputy Managing Director at CLM BBDO, confirms: "The challenge was to simply and effectively convey the positioning of the brand: ‘No one recognises you like Aviva.’ It's a brand that listens to its customers and puts itself in its customers' shoes, to be able to offer them the solutions that best meet their needs."
This unique approach is summarised by the new slogan: Insurance in your image.
The campaign
CLM BBDO devised an original campaign which can be effectively adapted to different media and different countries.
It has a strong visual code that works with the concept of morphing and draws on visual elements of the brand (yellow background, sunbeam). In addition, a sound identity has been developed in collaboration with Micky Green, who has produced a new version of Robert Palmer's "Every kinda people", an international, cross-generational hit, which perfectly reflects the idea behind the campaign. The single is due to be released soon.
To find out more about the campaign and take a look behind the scenes, visit www.avivapartencampagne.fr.
The structure of the campaign in France
The campaign will be structured in two waves, across TV, daily newspapers and magazines, internet and radio, kicking off on 27 September 2010.
The first wave will be a brand campaign, to introduce Aviva's new advertising territory, followed by a product-based campaign (life, health and professional insurance).
The campaign will also cover other European countries: Italy's written press from 27/09, Hungarian and Romanian TV and the written press in the fourth quarter.
-ends-
Press contacts:
Karim Mokrane – Aviva France
Telephone: +33 (0)1 7662 7685
E-mail: karim_mokrane@aviva.fr
Lauren Weber – CLM BBDO
Telephone: +33 (0)1 4123 4155 / +33 (0)6 7347 4544
E-mail: weberl@clm.bbdo.fr
Valérie Dudoit – HDL Communication
Telephone: +33 (0)1 5865 2016
E-mail: vdudoit@hdlcom.com
Notes to editors:
About Aviva
Aviva is the world’s sixth-largest insurance group*, with more than 53 million customers across Europe, North America and the Asia Pacific region. Aviva’s principal business activities are: life insurance and long-term savings, fund management and general insurance.
At 31 December 2009, Aviva had turnover of €51.3 billion, with €426 billion of assets under management. Aviva is the largest insurer in the UK and one of the main providers of life insurance and pension products in Europe.
A selection of images and all the press releases from the Aviva Group are available in the press area www.aviva.com/media. Videos are available at www.aviva.com/media/b-roll-library/. You can follow Aviva on Twitter at: www.twitter.com/avivaplc.
With more than 180 years’ experience in France, Aviva is among the top ten players in the insurance market. Aviva France has a solid and profitable multi-distribution model based on a comprehensive range of products, mainly intended for individuals and SMEs.
Some 900 general agents, 1,800 branch staff, 400 life insurance advisers, almost 900 wealth management advisers (Union Financière de France) and more than 1,000 active partner brokers are on hand to serve three million customers every day.
Aviva has developed unique expertise in building effective partnerships for the benefit of its clients, particularly with AFER, the largest savings association in France, and the Crédit du Nord, Société Générale and Ford groups. Specialising in unit-linked products, Aviva is recognised for the excellent performance of its long-term funds, the quality and innovation of its products, and solid commitment to customers through its Good Advice approach.
Aviva France is a socially responsible company and has developed initiatives that include reducing and neutralising its CO2 emissions, supporting more than 250 projects to help children and the elderly through the Aviva Foundation, and implementing an acclaimed diversity policy.
The Aviva Group directly employs more than 4,700 staff in France.
As at 31 December 2009, Aviva France reported consolidated sales of €6.7 billion and an IFRS-based net profit of €390 million. The company had €77.4 billion of assets under management as at 31 December 2009.
* Based on gross worldwide premiums at 31 December 2009.