Aviva launches campaign to engage customers

Aviva Canada has launched an ambitious campaign that is sure to spark conversations and offer a different way of looking at insurance.

It is a bold growth strategy for the company and its broker partners, but also an overdue step by insurance companies to raise the bar of customer expectations and delivering on value and trust, the company writes in an April 2008 Canadian Underwriter article.

Most consumers view insurance as a “necessary evil”; expressing indifference, residual distrust around the complexity of insurance, in addition to a feeling that basic needs are not being met.

In short, most customers do not feel they are getting value for their money when it comes to insurance, the company writes.

Aviva Canada has embarked on an ambitious and visionary awareness campaign. The company intends to build credibility by acknowledging that things should be better for consumers and by making a commitment to fix it.

“This campaign is very simply the right thing to do for consumers and the right time to do it,” Robin Spencer, president and CEO of Aviva Canada, said. “We need to give consumers a unique and compelling proposition to ensure they feel absolutely confident that what they buy is what they need — and that they get full value for their money.”

The company has invested in television, print, digital and a microsite — www.changeinsurance.ca — to get its message across and engage consumers.

Aviva Canada is kicking it all off with its new Money-Back Claims Service Satisfaction Guarantee available across the country to home and auto customers. Visit www.claimsguarantee.com.