Aviva appoints Cherry London to build loyalty platform

Insurance company Aviva has appointed Cherry London to build an engaging and intuitive loyalty platform for its 2.5 million customers.

The agency will support the development of ‘Aviva Advantages’, Aviva’s newly launched loyalty programme, by creating strategic partnerships with some of the UK’s leading brands.

Tamara Gillan, founder and CEO of Cherry London, said: “In the highly competitive insurance sector, cementing customer loyalty and reducing churn is a key business objective.

“We’ll be supporting Aviva in communicating the strength of its brand through a responsive and engaging loyalty program, which will offer rewards that will really matter to their customers and their families. We want to make Aviva really stand out from the competition.”

Cherry London will support the launch with a spring campaign, followed by a summer campaign in July.

Rachael Laurie, head of customer marketing at Aviva, added: "Cherry has shown real understanding of our business and current rewards programme, and offered a thoughtful approach to helping build upon our customer presence.

“The whole concept behind Aviva Advantages is about making our customers lives a little easier, so that they can spend quality time together as a family this summer, come rain or shine. We’re confident Cherry will be a great partner in helping us attract and reward our loyal customers as well as making a real difference to the family life of our customers.”

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