Aviva has launched a six-week marketing campaign promoting life insurance.
The campaign will feature four radio adverts which will run across Heart FM, Absolute Radio, Capital FM, Bauer, Free Radio (West Midlands) and Total Real Radio UK through 2,192 targeted spots.
The digital arm of the campaign will utilise the Amazon Kindle Fire wakescreen and promotional activity on social media, which will include a Facebook app allowing users to create a bespoke cover image of friends and family.
The brand has partnered with Mumsnet to increase its Twitter exposure and pre-existing partnerships with Heart FM, Norwich City FC and Premiership Rugby will be used to promote the campaign.
Rebecca Paterson, head of brand, direct and digital marketing for Aviva, said: “Consumer focus groups told us we needed to be brave in order to make people stop and think, but life insurance is a difficult topic to talk about. It was important to balance the need to get cut-through with the sensitivity the subject requires, so we’ve worked with experts, including bereavement specialists Grief Encounters, to develop our messaging.
“The media approach was chosen to appeal to the busy family audience who are high consumers of radio and online media. Our ultimate aim is to raise awareness of the important topic of family protection.”
The brand will also post a series of short videos on its website to support the campaign message.