The UK’s biggest insurance firm, Aviva plc is a multi national company, headquartered in London. A leading life insurance and pension provider, its core markets stretch across the UK, Ireland and Canada, with over 18 million customers.
Get a Quote not a Quiz
Keen to make buying insurance even simpler, Aviva ran a campaign called ‘Ask It Never,’ featuring TV ads and posters inviting customers to “Get a quote, not a quiz. Buying Home Insurance shouldn’t feel like an interrogation.”
As part of this campaign, Aviva was keen to launch some activity on social media to really get people talking, encouraging conversations between consumers and capitalising on earned media over paid media. Outcomes would be measured in Shares, Comments, Reactions, Share of voice and Clicks.
The brief: design a series of (almost) impossible questions
Aviva wanted to create a conversation behind the truth that the world is full of questions which are almost impossible to answer, highlighting the fact that at Aviva, they don’t ask these questions of their customers. In short, “some questions feel impossible to answer, that’s why we don’t ask them.”
Looking to generate some light hearted interaction across Facebook and Twitter, Aviva asked The Content Marketing Team to come up with some original challenging questions (and answers!) as well as artwork to support them.
Not quite as easy as it might sound! Our starting point was therefore to look more closely Aviva’s ‘tribes’ and ‘subtribes’ in order to define a clearer market for our questions.
Supplying artwork to support a social media campaign
Not only were the questions important but the artwork to accompany them had to catch user attention and look more ‘of the internet’ than regular Aviva ads.
Aviva also wanted something creative, with an engaging visual, which, if possible, could include the question in the visual itself.
And the result? We’ll let you judge for yourself. Want to know the answer? Just drop us a line and we’ll let you in on the secret…
“We’ve just caught up and we all agreed that the questions are great. We are impressed by your quick turnaround time and the quality of the questions.”
Claire Le Roy, Global Social Media Executive, Aviva
