Aviva and Razorfish adopt superheroes to help people save smarter

Aviva has launched its first campaign with Razorfish following its appointment as the insurance company’s global digital agency last year.

The Saving Smarter campaign builds on Aviva’s global brand strategy, Good Thinking, and is designed help to help people to think about how they could save in a smarter way for the long term.

It features a dedicated website with an Aviva financial personality quiz which will measure users’ attitude towards savings, finds out what motivates them to save and discover how good they are at sticking to a budget.

Based on their responses, users are given a money personality type characterised in the form of superhero. The results explain the unique features of each characteristic, and savers can discover why they behave in a certain way when it comes to spending and saving money and what they can do to save more.

To coincide with the superhero stunt Aviva have also created a new TV ad which shows two real UK families taking on a ‘big brother’ style social experiment to examine which is better at saving when faced with several spending challenges. The advert can be seen on mainstream TV from 20 March 2016 and will be trailed on social media from 17 March.

Lindsay Forster, UK & Ireland customer marketing director for Aviva, said: “This is the beginning of a fully integrated, three year campaign to help ‘Britain Save Smarter’.

“It is designed to raise awareness among our existing and new customers about how we can help them to save for the long term; create engagement through fun and interactive tools, social media and advertising; and to get people to think about their current habits and behaviours when it comes to their savings."

The campaign will also include outdoor advertising, creative films, social media engagement, radio and TV promotions.

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