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Aviva and Vision Express join forces to offer free eye tests for UK motorists

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By Michael Feeley, Founder and chief exec

June 16, 2016 | 3 min read

Insurance giant Aviva and national optician Vision Express are to offer motorists a free eye test in a brand alliance brokered by marketing partnership agency Cherry London.

The offer is available to Aviva customers and non-customers alike when they register for free with the insurer’s MyAviva system, which can be accessed online or through an app. People can claim a free eye test every year by downloading a voucher, which can be redeemed at any of the 390-plus Vision Express stores across the UK.

The initiative follows Department for Transport figures showing 1,780 road deaths in the UK, representing a 3 per cent increase from 2014 to 2015. Furthermore, a Freedom of Information request recently revealed that last year alone 9,034 licences were revoked from car and motorcycle (Class 1) drivers citing vision as a factor. Worryingly, this comes as the NHS reports the lowest number of eye tests in the lifetime of its annual ophthalmic summary, dating back to 2002/03.

Jonathan Lawson, chief executive of Vision Express, said of the initiative: “Only around half of adults visit an optician every five years, with 8 per cent never having had a sight test. That’s around 4 million people in the UK - and it’s alarming that many of these will be getting behind the wheel on a regular basis. That’s why this collaboration with Aviva, offering free regular eye tests and exclusive discounts on eyewear, is an important step to safer motoring.”

Lindsay Forster, UK & Ireland customer marketing director for Aviva, said: “We’re on a mission to make Britain’s roads safer and given the weight of evidence about the impact of sight on fitness to drive, our collaboration with Vision Express will provide a real, much-needed benefit to motorists.”

Cherry London has worked Aviva for the last four years to grow its loyalty programme Aviva Advantages and consults as a strategic alliance partner brokering major brand collaborations.

Founder and chief executive at Cherry London, Tamara Gillan, said of the partnership: “This collaboration between Aviva and Vision Express brings together two powerful brands whose partnership will effect change for the better with a real pledge to make Britain’s roads safer.”

The partnership underpins Aviva’s ‘Drive Safer’ campaign, which has been supported by household names such as James Cordon, Tinchy Stryder, Martin Kemp, Made in Chelsea’s Louise Thompson and former Pussycat Doll Ashley Roberts.

Launched in December 2015 with TV advertising and marketing support, the campaign encourages drivers to check how safely they drive through the Aviva Drive app, based on acceleration, braking and cornering over 200 miles. Users of the Aviva Drive app are given an individual score out of 10 and drivers may then be able to use their score to achieve discounts on their Aviva car insurance.

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