Zenith Leads Media Strategy for Second Phase of Aviva’s Save Smarter Campaign
Following March 2016’s initial launch of Aviva’s ‘Save Smarter’ campaign, Zenith focused the strategic approach of the second phase, its Pensions campaign, upon increased Investment in digital, utilising cinema for the first time, as well as building three critical media partnerships.
To realise Aviva’s transformational objectives to reposition the brand, Zenith set out to build a behavioural change programme for Aviva customers as part of a fully integrated multi-channel/multi-audience campaign – from understanding their financial self to contemplating their future.
Working with Aviva’s brand and content team, Zenith partnered with Buzzfeed, AOL/Huffington Post, and Vice with a social-first approach designed to disrupt an industry that typically utilises traditional marketing methods.
Vice Guide to Finance will launch in October and create a trusted digital resource for financial information in a language that young people understand and relate to. Vice are producing video content depicting the stories of people who are benefiting in later life from a well-prepared approach to pensions savings in earlier life. The aim is to inspire young people to consider their pensions, by highlighting people whose lives are much fuller as a result.
Buzzfeed will develop a four week content series (x3 posts) starting this October, which is intended to wake the audience up in a relatable way, driving recognition of the topic amongst an audience that are not currently engaged. The partnership will encourage this audience to practice ‘Good Thinking’ through entertaining and thought-provoking content pieces that they can identify with, positioning pensions as their ‘future money’.
Also, this November, AOL and the Huffington Post will initiate a one-year content partnership designed to connect and engage with their audience through the Aviva Time Traveller. This Aviva Time Traveller uses face ageing technology, allowing users to meet their ‘future self’, supporting the wider campaign messaging, ‘Face Up To Your Pensions’, created by Adam & Eve DDB. This will inspire the audience to actively start planning for their future and consider how they can practice Good Thinking to make plans a reality. A 12-part bespoke content series will run across six months in support of this future planning messaging, as well as a targeted media campaign to drive each element of the campaign and re-target users who have engaged with the Aviva Time Traveller.
Lindsay Forster, UK & Ireland Customer Marketing Director for Aviva said: “Leveraging the power of media partnerships enhances the effectiveness of the Good Thinking message, by highlighting the importance of financial planning education for every generation – whether starting a first savings account or transitioning into retirement.”
Chris Davies, Client Partner at Zenith UK said: “Zenith is excited to help launch the second phase of Save Smarter, which will build in the next dimension of engagement to evoke behaviour change and support Aviva’s long-term commitment to its customers.”