aviva january 2013. key campaign information environment key campaign objectives illustrate how the...
TRANSCRIPT
Aviva
January 2013
Key Campaign information
Environment Key Campaign Objectives
Illustrate how the roadside campaign can amplify brand awareness and strengthen perceptions
Show that outdoor can convey a key campaign message
Illustrate how the rail and road commuter are key audiences for an insurance brand
Source: Research Now Aviva Research, Jan 2013
Consideration rose amongst male rail commuters
+29%*
Sole Decision Makers
+17%*
Car
+17%*
Buildings
+133%*
Retirement+6%
Consideration Increase
+67%*
Influenced by Advertising
Insurance held
*more likely than females Source: Research Now Aviva Research, Jan 2013
Spontaneous ad awareness rises over the campaign period amongst key
groups…
+21%Pre: 24% Post: 29%
Total
+25%Pre: 28% Post: 35%
HH income £50k+
+43%Pre: 23% Post: 33%
Heavy Drivers*
+12%Pre: 25% Post: 28%
Sole Deciders
Source: Research Now Aviva Research, Jan 2013
Seeing the posters in situ drives positivity towards the creative
Source: Research Now Aviva Research, Jan 2013
They stand out on posters or billboards
They're good ads I enjoy looking at them
They make me feel more positive about Aviva
I believe the message in the ads
I can relate to them personally
The campaign has driven association of the “Little things matter” slogan with the Aviva
brand…
Source: Research Now Aviva Research, Jan 2013
Brand image significantly strengthened by the poster campaign
Source: Research Now Aviva Research, Jan 2013
...that I hear a great deal about
Aviva is a brand…
...that I would be proud to be associated with
...that I can rely on
...with a reputation for looking after its customers
...that understands me and my needs
...that believes in offering value for money
…that is focused on doing what really matters to its customers
...with a reputation for coming up with new ideas and new products
…for whose products and services it's worth paying a bit more for
The creative has worked to encourage take-up of Aviva insurance
Source: Research Now Aviva Research, Jan 2013
17%Total
“They will encourage me to take out insurance with Aviva…”
32%Car + Train
47%Poster Recognisers
Summary
• Consideration amongst sole insurance decision makers who use rail has been driven by the campaign
• Campaign drove both ad awareness, which increases with higher exposure
• Those who have seen the posters in situ are more likely to feel positive about both creative and brand
• Increased awareness and positivity has driven consideration for Aviva products
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics