Aviva message evolution to suit a new climate
Aviva Health enters the Health and Protection Awards every year, where they compete with their industry peers for recognition of the great products and services they offer. 2019 saw them scoop an impressive 4 awards including Health Insurance Company of the Year for the tenth year running!
We help them create and execute a voting campaign each year that focuses on reminding their intermediary clients of their innovative products and outstanding service. The primary purpose of the campaign is to encourage intermediaries to vote for Aviva in the awards to ensure they can continue to provide them with an award-winning healthcare provision.
When lockdown began, the way intermediary clients did business changed, it was clear that the current ‘Vote now’ messaging was becoming increasingly tonally dissonant. Intermediaries were looking for more information and guidance from insurers to reassure and support them through the unprecedented times they now found themselves in.
This insight, coupled with independent research carried out by the Awards provider, showed a definitive need for a change of focus to resonate with the target audience and fully support their needs.
Shifting the focus
The content plan across the 5 month voting period was adjusted to highlight the support Aviva was able to offer Intermediary clients, giving them access to helpful guides and useful points of reference instead of them solely being encouraged to vote.
Creative was re-developed to focus on ‘working together’ and ‘support’ messaging to show intermediaries that Aviva ‘had their back’.
Working in an Agile way
We worked closely with the Corporate Health marketing team on a constantly evolving brief to ensure that the campaign showcased how Aviva could help their Intermediary clients through the coronavirus pandemic. This involved changing entire messaging strategies and creating multiple campaign assets in very short timescales to respond to newly emerging requirements.
Voting for the Awards closes at the end of next month with the Awards ceremony taking place in September. Both Aviva and we are hopeful that they will retain the Company of Year award for the 11th year running as well as pick up a number of other awards. Watch this space…