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Aviva January 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how the roadside campaign can amplify brand awareness and.

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Presentation on theme: "Aviva January 2013. Key Campaign information Environment Key Campaign Objectives Illustrate how the roadside campaign can amplify brand awareness and."— Presentation transcript:

1 Aviva January 2013

2 Key Campaign information Environment Key Campaign Objectives Illustrate how the roadside campaign can amplify brand awareness and strengthen perceptions Show that outdoor can convey a key campaign message Illustrate how the rail and road commuter are key audiences for an insurance brand Source: Research Now Aviva Research, Jan 2013

3 Consideration rose amongst male rail commuters +29% * Sole DecisionMakersSole DecisionMakers +17%* CarCar BuildingsBuildings +133%* RetirementRetirement +6% ConsiderationIncreaseConsiderationIncrease +67% * Influenced by Advertising Insurance held *more likely than females Source: Research Now Aviva Research, Jan 2013

4 Spontaneous ad awareness rises over the campaign period amongst key groups… +21% Pre: 24% Post: 29% TotalTotal +25% Pre: 28% Post: 35% HH income £50k+ +43% Pre: 23% Post: 33% Heavy Drivers* +12% Pre: 25% Post: 28% Sole Deciders Source: Research Now Aviva Research, Jan 2013

5 Seeing the posters in situ drives positivity towards the creative Source: Research Now Aviva Research, Jan 2013 They stand out on posters or billboards They're good ads I enjoy looking at them They make me feel more positive about Aviva I believe the message in the ads I can relate to them personally

6 The campaign has driven association of the “Little things matter” slogan with the Aviva brand… Source: Research Now Aviva Research, Jan 2013

7 Brand image significantly strengthened by the poster campaign Source: Research Now Aviva Research, Jan that I hear a great deal about Aviva is a brand…...that I would be proud to be associated with...that I can rely on...with a reputation for looking after its customers...that understands me and my needs...that believes in offering value for money …that is focused on doing what really matters to its customers...with a reputation for coming up with new ideas and new products …for whose products and services it's worth paying a bit more for

8 The creative has worked to encourage take-up of Aviva insurance Source: Research Now Aviva Research, Jan % TotalTotal “They will encourage me to take out insurance with Aviva…” 32% Car + Train 47% Poster Recognisers

9 Summary Consideration amongst sole insurance decision makers who use rail has been driven by the campaign Campaign drove both ad awareness, which increases with higher exposure Those who have seen the posters in situ are more likely to feel positive about both creative and brand Increased awareness and positivity has driven consideration for Aviva products

10 Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics


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