Aviva launches ITV ad campaign

Nia Williams

September 14, 2011

The films are based on real-life situations of Aviva customers who have claimed on their insurance.

Aviva said the stories were chosen specifically to show how the lives of everyday people can suddenly take a dramatic turn but that financial support can help in their hour of need.

The adverts will appear as part of its ITV Drama Premiere sponsorship package with the first advert launching on 18 September during ITV’s Downtown Abbey programme.

Louise Colley, head of protection for Aviva, said: “Advisers have told us that our TV life insurance campaign helped them to engage with their clients because they were now aware of the need for protection.

“These latest mini adverts will hopefully help to build awareness with consumers and therefore make it easier to open up further conversations.

“The first mini advert to be shown covers the story of Gary, an Aviva income protection customer. Gary sustained serious injuries in a motorcycle accident which meant that he could no longer continue to do his job as an engineer.

“Gary’s income protection policy provided him with the peace of mind of knowing he was financially secure, so he could concentrate on getting better.

“We hope that the mini adverts will encourage people to think about protection, so should the unexpected happen, the financial support is there to help at a very difficult time.”

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