Aviva is an insurance company that recognizes people really donít like insurance companies. Aviva wants to change the way people feel about insurance.


The integrated campaign launched with TV spots that highlighted peoplesí frustration with insurance. Billboard and transit shelter advertising (in the form of impossible-to-answer survey questions) reinforced this notion of insurance frustration.
Online banners then gave people a chance to get even more frustrated with insurance, and then led consumers to the microsite. The site is built around a comprehensive, yet completely asinine questionnaire that reminds people of how frustrating insurance can be, and then encourages users to tell Aviva what they would do to change insurance for the better.

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