Overview:

Introduction

This case study on Aviva forms part of Datamonitor's Financial Services Consumer Insight series, as part of which best practice in specific areas of FS are highlighted.

Scope

*This case study analyses the key successful elements in Aviva's marketing campaign
*The case study examines how Aviva's campaign appeals to consumers so strongly
*Datamonitor's Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies

Highlights

Aviva's Tell Us Your Story campaign is founded on research indicating that relationships, security and health now hold the most sway on our sense of wellbeing. The dedicated website facilitates the spread of consumer happiness and wellbeing and in doing so realigns its brand message with consumer ideas of what is truly important to them in life.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify the implications of changing consumer behaviours
*Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
2009 has been challenging for the long term insurance and savings markets, but also highlighted longer term changes in consumer attitudes and behaviours which must be addressed 2
Aviva have recognized the need to innovate 3
Aviva's strategy in 2010 is entirely customer-focussed 5
Aviva aims to turn happy consumers into Aviva consumers through its recent Tell Us Your Story campaign 7
Potential customers are also driven to information on products that may them feel more secure 8
Aviva's campaign attracts consumers primarily through the Comfort and Wellbeing Megatrends 10
Comfort is fundamental to Aviva's campaign message 10
Insurer's have forgotten their raison d'etre 10
Promoting a sense of Wellbeing is also a key aspect of the campaign 10
Connectivity is also an important element 11
Aviva should not be complacent about its UK foothold 12
APPENDIX 13
Definitions 13
The Datamonitor Financial Services Consumer Insight Megatrend Framework 13
Authenticity 13
Comfort 13
Connectivity 13
Convenience 13
Individualism 13
Wellbeing 13
Demographic Complexity 13
Financial Intelligence Complexity 13
Lifestage Complexity 14
Wealth Complexity 14
Methodology 14
Further reading 15
Ask the analyst 16
Datamonitor consulting 16
Disclaimer 16

List of Figures
Figure 1: Aviva enjoys a history dating back more than 300 years 2
Figure 2: Aviva has weathered the storm relatively well 4
Figure 3: In 2009, 42% of Aviva's IFRS operating profits were generated by the UK 5
Figure 4: Datamonitor's FSCI results support the notion that money doesn't buy happiness 6
Figure 5: Aviva aims to turn happy consumers into Aviva consumers through its recent Tell Us Your Story campaign 8
Figure 6: Potential customers are also driven to information on products that may them feel more secure 9
Figure 7: The Tell Us Your Story site has also provided Aviva with the perfect platform on which to promote healthy living 11
Figure 8: Aviva's site also aims to connect others to the campaign by utilising social media in the form of Twitter and Facebook 12