A DRTV approach with an emotional hook
Aviva needed to give their Over 50s Life Insurance product an emotional hook to better appeal to their target audience. The target audience doesn’t have significant savings put aside for the future, so we needed to position the Over 50s product as an easy way to save a little money to leave behind for their loved ones.
Our approach was to highlight that doing something, however small, would still mean a great deal to those you leave behind. And with premiums starting at £5 per month, it was now easy to do something – something that would really matter in the long term.
So our emotionally relevant idea was ‘it matters.’
The executional route was to show that the over-50s are constantly creating moments that matter with the family, and that taking out an inexpensive over-50s policy is just one more thing you can do that will really matter to those you love.
Our executional output was a hard-hitting direct-response TV ad, as well as film and static social assets.
Results
New over-50s policies grew by 8% across the market, signalling a significant opportunity for the brand to reconnect with consumers. By launching a new campaign at precisely this moment, Aviva reinforced its relevance in a growing category and strengthened its position as a trusted provider of later-life protection.
Nationwide DRTV
Short execution for VOD