Aviva focuses new ITV campaign on financial puzzles

Alex Sword


The Financial Services Forum

Aviva has launched a new ad campaign based around the idea of solving the nation’s financial puzzles.

The ads were made by ITV Creative and consist of simple puzzles such as anagrams and matching pairs, designed to allow the audience to take part. They will be shown throughout ITV’s game shows such as Tipping Point and The Chase as well as during Rugby World Cup games.

The campaign began airing on 2 September at 7PM and will run until 31 October 2023.

Working with Publicis Media, the campaign aims to build on Aviva’s new ‘Make It Click’ campaign, which acknowledges how the topic of finances can be confusing and intimidating.

Phoebe Barter, Group Brand Director at Aviva, said there was a “natural synergy” between the new brand platform and ITV’s gameshow programming.

“Our Aviva brand is incredibly strong and adding fresh innovation into our media plan helps us to continue building on this, while reaching our audiences in unexpected ways,” she said.

“We know that finances are a source of confusion and anxiety for many and with this campaign, we hope that Aviva can be the missing piece of the financial puzzle for households across the country. We hope it reinforces our commitment to helping things to click into place and gives viewers a flavour of the exciting things to come.”

Mark Trinder, Director of Commercial Sales and Partnerships at ITV, said: “This work with Aviva is a great example of really engaging with ITV’s audience by bringing an idea to life and inviting viewers to take part by aligning a creative commercial idea with our programming.

“Broadcast during ITV’s iconic quiz shows and our exclusive Rugby World Cup coverage, it will reach key audiences to drive awareness of Aviva’s new campaign.”

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