Aviva to Launch Emotional Life Insurance Campaign

Aviva, one of the largest insurance companies in Great Britain, is about to launch advertising campaign, which is expected to be emotionally disturbing and yet focused on the importance of life and health protection.

The campaign will feature newspaper ads and TV advertisements starring Paul Whitehouse, popular British comedian. The disturbing part of the campaign is the shock tactics, such as scenes of death and life insurance. Apart from this, however, consumers will be given practical advice on how to improve their existing life protection or how to buy one.

Commenting on the decision of Aviva, Ms. Louise Colley, a marketing specialist at the insurer, said that Aviva carried out a research and found out that current ads lack emotions and, thus, are not appealing. She added that "looking deeper at the emotional connection, consumers said the typical barriers against buying protection insurance came in to play because they just don't think it will happen, but the resounding response was ‘make me feel emotional and we are likely to do something."