UK-based insurance company Aviva is rolling out a global marketing plan that will tone down its humorous UK advertising starring comic Paul Whitehouse to create a “differentiated” positioning.
The insurance giant, which recently underwent a restructuring following the departure of CEO Andrew Moss, plans to implement the global strategy based on the tagline “little things matter.”
Aviva will focus its marketing on the ways in which it looks after customers “when the big things in life happen,” such as only calling when it is convenient for policyholders.
It developed the “Matters” positioning following a global research project led by global marketing director Jan Gooding.
The positioning will roll out in the UK with a 60-second TV ad, again featuring Whitehouse.
The ad, which Aviva will use to promote both general and life insurance products, follows Whitehouse's character from the birth of his son to the birth of his grandchild.
It will see the actor assume a “much more emotional, less humorous approach,” although humor will be a part of subsequent “harder working” product ads.
The TV ad, by Abbot Mead Vickers BBDO, will be supported with outdoor executions and a direct mail campaign in mid-January. Digital activity, by Dare, will include a Facebook timeline competition.
Heather Smith, UK marketing director at Aviva, said the campaign's goal is to take the company's brand to the “next step.”
“There is a lot of negative sentiment in the sector, so we wanted a positioning in the market that tells the story of the breadth of our offer, and those little moments of empathy that will differentiate Aviva,” she said.
Mark Wilson is set to join Aviva as CEO on January 1.
The insurer recently ended its 13-year partnership with UK Athletics.
This article originally appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.