Daily Insurance Industry News
Daily Insurance Industry News
Wednesday 22nd of May 2019
November 28, 2008

Aviva announces £9m rebrand campaign

by David Masters

Story link: Aviva announces £9m rebrand campaign

Aviva announces £9m rebrand campaign

Aviva, the world’s fifth largest insurer, has announced plans to launch the UK’s biggest ever financial services rebranding campaign in a bid to shed it’s Norwich Union brand name.

The £9 million advertising offensive will start Boxing Day with the aim of completing the rebrand by June 2009.

TV adverts will feature celebrities who have changed their names, including Walter Willis, Vincent Damon Furnier and Eleanor Nancy Gow – better known respectively as Hollywood actor Bruce Willis, rock star Alice Cooper and supermodel Elle Macpherson.

Other stars in the campaign include Beatles drummer Ringo Starr, born as Richard Starkey, and Dame Edna Everage, also known as Barry Humphries.

Aviva operates in 27 countries around the world, but only uses a different brand name in the UK, Ireland and Poland.

The company now wants to transform itself into a globally recognised brand, meaning that it must drop the 200 year old name Norwich Union in the UK.

Market research by the company found that when asked to name an insurer, 50% of people said Norwich Union, and no one said Aviva.

After being prompted, one in ten said they recognised the name Aviva, whilst nine out of ten had heard of Norwich Union.


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