Aviva to launch new TV ident with ITV Drama Premiere sponsorship deal
Aviva will this weekend launch an ident for income protection as part of its ITV Drama Premiere sponsorship deal.
Launching on 18 September, during Downton Abbey, the films are based on real-life situations of Aviva customers who have claimed on their insurance, although portrayed by actors.
The 10-second idents - the short adverts shown before, during and after commercial breaks - each feature a different element of the customer’s story, to portray their journey over time. Over the course of eight weeks viewers will see the customer’s whole experience.
The first ident to be shown covers the story of Gary, an Aviva income protection customer. Gary (pictured) sustained serious injuries in a motorcycle accident which meant that he could no longer continue to do his job as an engineer. His policy provided him with an income while he was unable to work. It also enabled him to retrain for another profession, while continuing to receive an income from Aviva.
Later in the year, a second ident will depict how Aviva supported Jane, a critical illness customer and single mother of two, as she coped with cancer.
The customers were heavily involved with the development of the adverts to ensure the portrayal is as realistic and true-to-life as possible.
Louise Colley, head of protection for Aviva says: “We know only too well that some advisers can find it very difficult to raise the subject of protection with their clients. Nobody really likes to think about the ‘what if’ scenarios, but the reality is that the unexpected can happen to anybody – so we want to help advisers make sure that their customers are adequately protected.
“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 idents will hopefully help to build awareness with consumers and therefore make it easier to open up further conversations.”