Aviva, one of the UK’s leading insurance, wealth, and retirement businesses, has partnered with ITV to launch a series of interactive ‘virtual puzzle’ ads. These ads aim to showcase how Aviva is helping to solve the nation’s financial puzzles. Made by ITV Creative, the co-branded ads will air during popular game shows such as Tipping Point and The Chase, as well as during some Rugby World Cup games. Viewers will have the opportunity to play along and participate in the virtual puzzles from the comfort of their homes. The puzzles, including anagrams, rearranging matches, and ‘match the pairs’, have been designed with Aviva’s core audience in mind, making it a fun activity for the whole family.
This puzzle partnership is set to incorporate a “light entertainment energy” and will officially air from September 2nd, 2023, until October 31st, 2023. It builds on the success of Aviva’s ‘Make It Click’ campaign, which acknowledges the confusion and intimidation that often comes with finances. This partnership is part of Aviva’s broader strategy with Publicis Media, aiming to strengthen the connection between Aviva and its core audience.
Aviva has collaborated with Publicis Media to develop the strategy, planning, management, and measurement of this campaign. They have utilized Publicis Media’s proprietary tool, Right Reach, to navigate the ever-changing media landscape and identify the most impactful reach for the ads.
Phoebe Barter, Group Brand Director at Aviva, expressed excitement about the partnership with ITV, citing the natural synergy between Aviva’s ‘Make It Click’ brand platform and ITV’s roster of game show entertainment. Barter also emphasized Aviva’s commitment to helping households across the country by being the missing piece of the financial puzzle.
Mark Trinder, Director of Commercial Sales and Partnerships at ITV, praised the collaboration with Aviva, stating that it is a great example of engaging with ITV’s audience by aligning a creative commercial idea with their programming. He believes that this partnership will drive awareness of Aviva’s new campaign, reaching key audiences during ITV’s iconic quiz shows and exclusive Rugby World Cup coverage.
Guy Edwards, Managing Partner of the Aviva Team at Publicis Media, expressed delight at the innovative partnership between Aviva and ITV. He believes it marks a media first as a continuity concept that runs over multiple program genres. Edwards is proud that this partnership helps the nation recognize the puzzles in their financial lives and shows them that Aviva is there to help resolve those puzzles.
For more information on Aviva’s ‘Make It Click’ campaign, which launched on Boxing Day last year, visit the official Aviva website.
-ENDS-
Enquiries
For any further information, please contact Jo Sibley: jo.sibley@publicismedia.com
About ITV
ITV is an integrated producer broadcaster consisting of ITV Studios and Media & Entertainment. ITV Studios is a world-class international creator, producer, and distributor, with a presence in 13 countries. Media & Entertainment commissions programs in various genres and provides them to audiences through their family of channels.
About Publicis Media
Publicis Media is the media investment arm of Publicis Groupe. In the UK, Publicis Media comprises agencies Zenith, Starcom, and Spark Foundry, backed by the combined buying power of PMX and the performance marketing expertise of Performics. Publicis Media UK has expertise in media investment, strategy, insights and analytics, data and technology, commerce, performance marketing, and content. Globally, Publicis Media operates in over 100 countries with more than 23,500 employees.
Original Story at www.aviva.com – 2023-09-04 12:39:20
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