Solving the financial puzzle: How Aviva made it click

Client: Aviva

Aviva is well-known and has a very strong brand but faces two main challenges in becoming the ‘go-to’ brand for insurance, wealth and retirement needs: differentiation and likeability. To address these challenges, we developed a new brand strategy and positioning in 2022: ‘feeling positive about your financial actions. It takes Aviva’.

Working with adam&eveDDB and Zenith, we developed a new creative platform ‘making it click’ and launched a new brand campaign on Boxing Day 2022, using the highly distinctive world of puzzles to dramatize how good it feels to get your finances aligned and into place with Aviva. The campaign performed very strongly internally and externally, exceeding several annual targets in the first three months, improving colleague engagement, and - in terms of commercial performance - generating a strong sales uplift.