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Aviva ‘Retirement’ advert

Agency: AMV BBDO

Client: Aviva

Aviva is continuing its original approach to the UK’s retirement market with a high-profile marketing campaign, including TV advertising.

The campaign is designed to encourage consumers to take action at retirement, shop around for their annuity, and boost their retirement income by up to 20%.

The new TV advert features top comedian Paul Whitehouse visiting various houses in France, in search of the ideal retirement.

It highlights the familiar benefits of shopping around to get the best deal on a property - and draws a parallel to shopping around to get the best deal on your retirement income.

The TV advertising is part of an integrated campaign including press and on-line marketing activity.

“With this TV campaign we wanted to boost our branding by following the successful ‘satisfied customer’ format of the previous General Insurance adverts, whilst developing the tone into something more gently humorous,” said Head of Brand for Aviva UK, Sue Helmont.

“In this ad campaign, Paul Whitehouse is a more real and credible character, and a great example of how retirees don’t have to be stereotypically ‘old people’.”

She added, “The work also has an aspirational tone; telling the story of a popular retirement dream to move abroad. The aim is to put customers at the heart of the campaign encouraging them to take action and shop around for their retirement income, whilst putting the Aviva brand firmly at the front of their minds.”

AMV BBDO has created Aviva Life’s first commercial as part of the ‘Chameleon’ Paul Whitehouse campaign, which began in August 2009.


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