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