Aviva is one of the world’s leading insurance providers. In Canada, with more than 3,000 employees in over 25 locations, Aviva serves 1,300 insurance brokers and over 3 million customers.
The Aviva Canada marketing team engaged Zync when they were looking for a partner to help them strengthen their market position in Canada. As the company was virtually unknown with very little brand direction for the Canadian market and products that needed a fresh approach, we had our work cut out for us.
To begin, we held a series of strategic meetings with business leaders from various groups to get a clear picture of Aviva’s challenges in Canada. This discovery work helped us better understand the industry, products as well as their management style and business goals. It was also critical for the Aviva team to recognize the opportunities in the marketplace and within the organization.
We then worked with specific business leaders to help them develop new marketing strategies. It was critically important to have a big picture view of all related products and services to ensure message and brand consistency. Some products had to be renamed, redesigned and repositioned to align Aviva’s product suite and go to market approach.
Two such business units were Leisure Insurance and Business Insurance. We worked with both teams to simplify messaging, align product information and redesign marketing materials to focus on customer needs. This overhaul required a collaborative approach resulting in better engagement and overall outcomes, positioning Aviva teams to coordinate all future product launches and awareness campaigns.
When launching new products, we focused on making difficult to understand insurance details simple and illustrated with infographics and images. Naming products to highlight real life benefits was very well received. For the launch of Overland Water Protection, we focused on situational awareness. The headline “Water is beautiful. Until it isn’t.” was developed to present real life scenarios that could be very clearly presented with juxtaposed images and messages. Similar to other product launches, we developed a complete awareness campaign from microsite, product brochures, educational videos, digital advertising and social media campaign.
Looking to address the issue of distracted driving, Aviva approached us again to help get their message across. We knew that engaging the public in conversations using social media was a perfect way to reach their target audience, so we created a campaign to help position Aviva as a thought leader and solution curator. Speaking to a younger audience required a head-on approach. The theme “texting kills” was activated through a microsite, encouraging the public to share campaign graphics, statistics and personal video messages. The campaign resulted in the best social media engagement of any Aviva Canada campaign to date.
Alongside product launches and marketing realignments, we worked with Aviva’s head office to expand their global brand standards and introduce new elements unique to the Canadian market.
With Aviva insurance products perfectly aligned and branded, launching new products and incorporating them into their client experience became much more consistent and effective. It enabled Aviva to focus on their overall brand and market presence in Canada.
Working with business leaders from various groups, we used our Business Creative™ process to identify new brand opportunities.
Focused on evolving the brand and building awareness, we targeted client sectors based on their unique needs.
Combining a series of products under a sub-brand presented an opportunity for a nation-wide promotional campaign.
Transforming a rational insurance offering into a relatable and relevant product proved to be very successful.
Solving the problem of distracted driving required bold creative and an omnichannel campaign.