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Daily Insurance Industry News
Friday 27th of April 2018
November 23, 2011

Aviva launches “Magic Money” social media campaign

by Gill Montia

Story link: Aviva launches “Magic Money” social media campaign

Aviva launches “Magic Money” social media campaign

Aviva has launched a social media campaign aimed at making younger workers more aware of the importance of making the most of their hard-earned cash.

In a series of film clips shot in the bars of Brighton and London, magician Pete Hathway uses magic tricks with money as the central theme to bring home the savings message.

With about half of the UK online population on Facebook, and a quarter of these aged 25 to 34, the insurer says social media is a relevant way of connecting with this age group.

Aviva’s head of brand, Sue Helmont, comments: “This campaign has been developed to really entertain this younger audience of workers who are regular users of social media.”

She adds: “Almost half of the UK working population do not have a pension that they or their employer are saving into, and we know that traditional ways of discussing pensions and retirement are not always going to strike a chord with everyone.”

The Magic Money campaign, which will run for three weeks, has been developed in collaboration with Abbott Mead Vickers BBDO and Pretzel Production.

 

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