Aviva Ireland is launching a new advertising campaign commencing on Monday, 24th September 2018. The campaign includes a 60 second ad that stars four Irish greats – the Aviva Stadium, Roy Keane, Brian O’Driscoll and Aviva’s heritage as one of the longest standing insurers in the market.
The campaign seeks to celebrate Aviva’s renewal of its sponsorship of the Aviva Stadium and to highlight its position as one of Irelands leading general insurance and life assurance providers. This follows the acquisition of the life insurer Friends First in June of this year. This acquisition demonstrates Aviva’s increased commitment to the Irish Insurance market and the campaign highlights this by referring to Aviva’s 238-year-old heritage in Ireland. These are important factors for consumers in making an insurance decision.
The new campaign features a 60 second lead brand creative that will be first to air and then 3 separate 30 second creative executions covering Aviva’s Life (Protection), Car and Home insurance offerings. Called ‘The Dream’, the first ad stars two icons of Irish sport, Roy Keane and Brian O’Driscoll. The viewer is taken on a journey through the games kids have played for generations, building up to ‘The Dream’ that all kids hold in their hearts; that, one day, they might get to follow in the footsteps of the greats and pull on the green jersey and play for Ireland in a stadium worthy of the honour. As sponsors of the Aviva Stadium, the creative demonstrates that this dream, too, is safe in the hands of Aviva.
The ads were created by BBDO Dublin and directed by leading Irish drama director John Hayes through Sweet Media with the Spark Foundry handling media buying. The campaign has a launch media budget of €1.5 m. The TV ads will be supported by cinema, outdoor, online and social media. The campaign is designed to reinforce and grow Aviva’s market leading position in Ireland and drive enquiry through both brokers and directly online.
Speaking about the campaign, Michelle White, Chief Customer & Marketing Officer, Aviva Ireland said: “We set out to develop an emotive creative that combines the best of our heritage with our rich sponsorship assets of today to deliver both a brand message and product specific messages. The theme “Safe in the Hands” was first used by Hibernian, now Aviva, almost 25 years ago. We strongly feel that security for our customers is just as important now as it was then especially in an ever more uncertain world. Consumers need to feel protected and secure and their desire to do business with people they can trust is central to the theme.”
If you haven’t seen it yet, then click here to have a look at the ad and once you’ve seen it, answer a simple question and you could win a pair of tickets to see Ireland play England in their opening Six Nations game next year.