CSP marketing communications were very varied in look and feel across all investment products with a mixture of design styles and messaging creating a very disparate customer experience.
Brief: We were briefed to position ourselves as a credible competitor in the investment marketplace and create cut through and standout in a very 'me too' market. The proposition needed to both command attention and drive customer engagement with an audience driven by both lifestyle and lifetime goals. Using the Aviva brand and product propositions, we were tasked with creating points of differentiation in a very clichéd, vanilla market. The aim was to create a memorable visual identity that could easily be applied to all CSP activity, be it product or service promotions, and communicated consistently across all media channels.
Response: We decided to steer away from stereotypical imagery in relation to this audience/sector as research showed it was actually a huge turn off for customers. Piggy banks, piles of coins/money, grey haired, linen wearing retirees on the beach etc. all diminish the affiliation this group have with the brand. A key theme of the research was "Don't trivialise what this money means to me". Investing for the future is a serious business and the tone and imagery approach needed to reflect this. This didn't mean however that it needed to be overly traditional - just professional and avoiding clichés. The executional concept we developed aligned with Aviva's customer centric brand ambition by making the customers' needs the hero. A cheeky and memorable style demonstrated that with Aviva, the customer has the freedom to create the outcome that is right for them, be it through the ISA, Pension or General Investments. Visually we used shots with a 'National Geographical' feel in order to give a sense of quality and grandeur to the campaign but keeping the subject within the imagery very real and showing rich, believable moments in customers' lives. We captured fleeting moments underpinned with a handwritten font that made the investment goal very personal and real by giving a sense of what the customer might want to achieve from their investments.