AVIVA to focus on Income Protection  in adverts during Downton Abbey commercial breaks Go compare with our comparison table

AVIVA to focus on Income Protection in adverts during Downton Abbey commercial breaks

15 September 2011 / by Colm Hebblethwaite

Financial Hardship Story

 - After Gary was involved in a serious motorbike accident, he was faced with a potentially serious lack of income due to not being able to work. Luckily, Gary was able to claim money using the income Protection policy he had taken out prior to the accident, and so avoided any serious financial hardship.

This is the story that will be relayed to you via Aviva’s latest set of adverts focused on consumer protection.  This new set, which will run as a series of ten second idents, will promote awareness of Income Protection while the rest in the series will move on to Critical Illness.

Downton Abbey

 The idents will form the company’s sponsorship of the highly popular ITV show Downton Abbey, and will bookend all advert breaks while the show is running. The latest series of the flagship ITV drama begins this Sunday.

 Aviva will not only be showing their new adverts on the TV, and will in fact be using a range of new media. The clips will be available on sites such as Youtube and the company will also make more interactive material available on their website. 

Increasing Consumer Awareness of Income Protection

The head of protection at Aviva, Louise Colley, has stated that the company aims to increase consumer awareness about the policies, as many people could get caught out by being underinsured. The success of the last series of advertisements gives the company confidence that the message will get across.
After Gary was involved in a serious motorbike accident, he was faced with a potentially serious lack of income due to not being able to work. Luckily, Gary was able to claim money using the income Protection policy he had taken out prior to the accident, and so avoided any serious financial hardship.

This is the story that will be relayed to you via Aviva’s latest set of adverts focused on consumer protection.  This new set, which will run as a series of ten second idents, will promote awareness of Income Protection while the rest in the series will move on to Critical Illness insurance.
Aviva will not only be showing their new adverts on the TV, and will in fact be using a range of new media. The clips will be available on sites such as Youtube and the company will also make more interactive material available on their website. 

The head of protection at Aviva, Louise Colley, has stated that the company aims to increase consumer awareness about the policies, as many people could get caught out by being underinsured. The success of the last series of advertisements gives the company confidence that the message will get across.

Real Life Stories

The short clips will tell real life stories of Aviva customers who have claimed on their insurance policies. Although performed by actors the company hopes the realism of the adverts will help the underlying message to get across. So, after Gary has saved himself from a large financial hole by claiming on his Income Protection, we will be told the story of Jane. A single mother with two young children, Jane falls seriously ill with cancer and faces the prospect of not being able to work.  Having the foresight to have taken out a Critical Illness cover, Jane is still able to provide for her fledgling family.

The customers upon whom these adverts were based were involved in the production and development process to make sure that the depictions of real life situations were as realistic as possible.

The adverts are primarily to encourage consumers to think about the type of protection that they have and whether they would be able to cope with any unexpected and damaging accidents or illnesses.

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