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UK: Aviva launches first UK-wide marketing campaign


Aviva has launched a new marketing campaign to demonstrate how it can help customers at key times of need throughout their lives.

The initiative, which includes TV advertising and social media activity, showcases the full breadth of Aviva’s products from home and car insurance to life insurance, healthcare and at retirement offerings, by highlighting specific policy benefits.

The 60-sec TV advert entitled “Cradle Talk” debuted on Boxing Day and once again features Paul Whitehouse, this time as a family man, who is followed from the birth of his first child to the birth of his first grandchild.

The campaign demonstrates how Aviva is there for the big life events and at times of crisis, like a car accident or a burglary, and that the little things that Aviva does in these situations can make a big difference to customers in their times of need. The strapline for the campaign is ‘Little Things Matter’.

Customers will be made aware of the following specific points:

Motor insurance: If a customer is involved in an accident, Aviva’s car insurance will recover both them and their car if the vehicle is not safe to drive.
Home insurance: If a customer has been burgled, Aviva will send an approved tradesperson to secure the home within two hours of their call.*
Life insurance: Aviva provides £10,000 of free life cover to new parents (per parent, per child) up to the child’s first birthday.**
Health insurance: For healthcare customers who are diagnosed with cancer, Aviva has a team of specialists to help support both the customer and their family.
Retirement planning: Aviva can help customers make the most of their retirement.
The television campaign will be supported in social media where consumers will have the chance to enter a competition by interacting with key elements of the TV advert that will be incorporated into Aviva’s Facebook timeline.

Heather Smith, marketing director at Aviva said: “We know that what customers really value is knowing their insurer can be relied on when it really matters – in times of crisis and during big life events. This campaign aims to capture the very real moments in life when Aviva could make a difference during difficult times.

“And for the first time we have used the whole breadth of Aviva’s product offerings in one campaign, so you will see Paul Whitehouse, discussing the benefits of five different product features from home and car insurance to healthcare, life insurance and at-retirement.”

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If you are a journalist and would like further information, please contact: Rebecca Holmes on 01603 685177/07800 690731 or Erik Nelson on 01603 682264/07989 427086

*This service is for homes which are unsecured or unsafe as a result of damage
**Parents aged 18-66. UK only. Terms,conditions and exclusions apply.

Notes to editors:

Aviva provides insurance, savings and investment products to 43 million customers worldwide.

We are the UK’s largest insurer with over 14 million customers and one of Europe’s leading providers of life and general insurance. We combine strong life insurance, general insurance and asset management businesses under one powerful brand. We are committed to serving our customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which our people are proud to work.

We are ranked as one of the UK’s top ten most valuable brands and Aviva Plc is in the top 10% of socially responsible companies globally in the Dow Jones Sustainability World Index. In 2011 we invested £5.3m into our UK communities. One in three of our employees were involved in community investment activities which included giving nearly 33,000 hours.

Aviva is working in partnership with Railway Children through the Aviva Street to School programme to get children living or working on UK streets back into everyday life. Find out more at

The Aviva media centre at includes company information and a news release archive.

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