Car insurance provider Aviva has mounted a new advertising campaign to promote its new Aviva Drive app, developed in-house with design elements by Dare, which calculates how much someone should pay based on how well they drive.
Designed to save safer drivers money on their insurance the app is available on iPhone and Android and uses the phone’s inbuilt GPS to measure driving based on accelerating, braking and cornering over 200 miles. Drivers will then be given a score ranging between 0-10 (with 10 being the safest) and calculate a personal premium based on their skills.
To promote the app Aviva has worked with AMV BBDO to create an ad campaign starring brand ambassador Paul Whitehouse. The new spot sees Whitehouse reveal another new character ‘Rodney’, a Hells Angel style biker who turns out to be a very safer driver.
The 30” spot opens with a leather and tattooed Rodney standing next to a motorbike before getting into his car and being revealed as a very careful driver. The ad finishes with Rodney waving his wife off - the rightful owner of the motorbike – before uttering “wouldn’t get me on one of those things”.
The ad aims to highlight how Aviva’s premiums are not based on the standard insurance parameters of post code, age, occupation.
A supporting 20” execution will run alongside the 30” ad from the start of June.