Aviva has selected Dare to launch a national social media campaign in support of its smartphone app, Aviva Drive, which offers safer drivers a better deal on their car insurance.
The social media activity has been timed to coincide with the latest Aviva TV ad starring Paul Whitehouse. Created by AMV BBDO the ad debunks some of the nation’s most common driving stereotypes.
As part of the initiative Dare will ask the nation to judge ‘Who’s the safest bet?’ by backing either a stereotypical white van man, cautious granny or busy school run mum for the chance to win a new Ford car. At the end of the campaign Dare will reveal if the driver stereotypes hold true on the Aviva Facebook and Twitter pages.
The stereotypical drivers will be put through their paces with ex-F1 driver Jonny Herbert and the Aviva Drive app, throughout the campaign Dare will share video and polls to stoke engagement as well as stimulate debate around the stereotypes.
Speaking of the activity, James Turner, brand marketing and strategy manager at Aviva, said: “This campaign will be key to reaching new audiences and encouraging debate and consideration of the App.”
Dare creative director Laura Jordan-Bambach, added: “We’re all guilty of using stereotypes from time to time and we wanted to show that Aviva, more than any other insurer, are keen to offer drivers the chance to get a premium based on their driving safety. The campaign is designed to be fun and shareable but thought provoking, encouraging drivers to try the app for themselves to find out how safe they really are.”