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Aviva Equity Release marketing had traditionally taken a varied approach in terms of look and feel. We were briefed to create a new style profile for this product that had one distinctive, consistent creative identity across communications used by all teams, stakeholders and agency partners. A key requirement for this new set of guidelines was for it to be primarily aimed at attracting and engaging 55-75 year old homeowners and regain market share from competitors such as L&G and Just Retirement. 


Through in-depth competitive analysis and research we discovered that, rather than considering retirement as a cliché of grey-haired couples happily strolling down the beach hand-in-hand, our audience saw it as the start of a new chapter in life and an opportunity to regain control over their lifestyle. Using this insight we produced a number of unique concepts that sought to achieve cut-through and distinction in what is a very ‘me too’ market.  The concepts attracted attention and engagement by highlighting our audience’s desire for a financially secure and fulfilling lifestyle, both leading up to and during retirement.


The chosen concept was a simple and direct route based on rethinking your future possibilities; to take control of what you do with the money locked in your home thanks to Aviva Equity Release.

Using strong, distinctive words and vibrant, arresting imagery we drove the proposition beyond the vanilla branding seen all too often in this market. One word headlines, all starting with ‘Re/’, created an empowering and immediate message which was elaborated on in a subhead. These messages were accompanied by uplifting and relevant imagery of people experiencing the benefits of Equity Release.

This contemporary, uplifting campaign positioned Aviva as understanding the needs, desires and aspirations of their target audience.