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Aviva ‘Change of Name’

Agency: Abbott Mead Vickers.BBDO

Client: Aviva

Norwich Union is changing it’s name – and you may be surprised to learn that it is following in the footsteps of Bruce Willis, Elle Macpherson and Alice Cooper.

The insurer, Britain’s largest, is changing its name in June after 200 years as it comes under the umbrella of its owner Aviva and communicating it by launching a multi-million pound television campaign.

The insurer is promoting its name change via a rather expensive TV ad campaign starring actor Bruce Willis, supermodel Elle Macpherson, cross-dresser Dame Edna Everage and artists Alice Cooper and Ringo Starr.

What’s the link? All these stars have also previously changed there names – Bruce Willis was known as Walter Willis pre-fame, while Macpherson was Eleanor Gow, Ringo Starr went by Richard Starkey Jr and Alice Cooper was Vincent Furnier.

The stars read out the strapline, “A change of name is not just a change of name, it is a chance to show the world what you've always wanted to be.”

The timing - in the midst of a global recession - might be thought by some to be a little strange as most financial institutions struggle but for Aviva, the internal brand promise is: “No one recognises you like Aviva.”

The campaign will run across television, print, outdoor and online media for six weeks.

The name switch will bring Norwich Union into line with the rest of the Aviva’s worldwide brands.

Norwich Union is staging a huge internal campaign, which includes videos, literature and internet activity, all emphasising the global nature of the Aviva group and its mission to be the most customer-focused insurance company.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

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