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Aviva Equity Release: DRTV Campaign


Equity Release is big news – with over £2 billion in 2026.  Aviva came to Ewe to help them deliver a 27% increase this year.  With existing lenders making more noise and finding new angles and with an objective to beat market growth we needed to do things differently, quickly and with maximum impact and response.


Understand the customer journey and manage every brand touchpoint with relevance to the specific customer and prospect profiles. Our solution was an integrated cross channel campaign with awareness, response and ROI at its heart. A range of media was employed to build a truly integrated multi-channel campaign spanning across email, door to door, press, direct mail and a new channel for this product for Aviva – DRTV.


Alongside the offline media channels, we created a response focused 30 second DRTV ad to run on daytime tv across a broad selection of channels weighted to engage the target audience. Initial results are extremely promising with us almost reaching call volume target in the first month. Additional spend has been allocated to increase spots on top performing channels.