Aviva looks to shake up insurance marketing
No one really likes insurance, and this is a fact Aviva is all too aware of. From the lengthy (and at times ridiculous) quote process, to an often difficult claims procedure and companies’ habit of hiking prices when it comes to renewing, there is little love lost for the industry.
But Aviva is trying to change that by showing how it is working for consumers and addressing pain points. It has been working for the past three years on “disrupting itself” through a focus on data and technology, trying to reverse the work of the price comparison sites that have “conditioned customers not to trust insurers and to permanently shop around and just look at price”, according to brand and retail director Tom Daniell. And now in a new marketing campaign by adam&eveDDB pushing that message out to consumers.
That Aviva would want to move the discussion away from price isn’t a major surprise. Insurance companies are keen to improve loyalty and reduce churn, and so focusing on value-adds and service quality is an obvious move. What makes Aviva’s move different is it is really focusing on ways to innovate around the customer experience and it isn’t worried about disrupting itself, which gives its ‘Digital Garage’ team real teeth.
Daniell claims it is already seeing success – with the campaign leading to improvements in brand consideration and trading. But over the longer term it will be interesting to see if it can demonstrably move one key metric for the brand and the industry: trust.
ASA sends clear message on junk food ads
Exactly a year ago the ASA banned online junk food ads marketed to under-16’s. What did it do to mark the anniversary? It upheld the first rulings since their introduction with Mondelez UK, which owns Cadbury, Cloetta UK, which manufactures Chewits, and Swizzels Matlow, which produces Squashies, each having complaints upheld over their targeting of under-16s online.
The rulings coincided with the announcement that the Committee of Advertising Practice (CAP) are launching a review into how effective the rules have been. Of course, the rulings are purely coincidental but in a climate where high, fat, sugar and salt products (HFSS) are highly politicised it sends out a clear message — we are taking this seriously.
The government’s second obesity strategy, which was released last week, warned that the government is considering getting rid of self-regulation for advertising on the issue and proposed a 9pm watershed on HFFS ads on television.
The ad industry is obviously very concerned but it is still all to play for with neither campaigners or advertisers sure how the government’s consultations on the issue will go. One thing is clear junk food advertising will be making headlines for a while yet.
Tesco’s new plans for food waste and cashless stores
Whiffs of vegetable peelings, apple cores and cracked eggs at Tesco’s headquarters in Welwyn Garden City…