Aviva

We were tasked with driving digital creative and eCRM personalisation while launching new brand propositions and trading campaigns with some pretty hefty budgets.

(Think £2.9million for a Tax Year End campaign. Imagine the interest on that.)

As part of the creative leadership team, we worked hand-in-hand with Aviva to create an in-house agile team in their new ‘digital garage’, spanning multiple disciplines. We developed integrated digital-first campaign concepts for multiple products, audience segments, funnel positions and formats and still managed to find the time to create some creative firsts.

Role: Senior copywriter, co-creative lead

Formats: Email, DCO, paid social, web content, radio, press, OOH, influencer content, print

We wanted full video email headers for one of our campaigns. We were told it couldn’t be done. So we found a way. And customer engagement went through the roof.

Straight-talking paid social activity supported the emails to try and nudge people into investing with Aviva’s new Wealthify proposition.

Nothing like going head-to-head with the client-side brand team! But when it comes to injecting a bit of fun into email activity targeted at families who might invest, around the time the kids go back to school, it’s a battle worth having. (We won!)

Nothing like going head-to-head with the client-side brand team! But when it comes to injecting a bit of fun into email activity targeted at families who might invest, around the time the kids go back to school, it’s a battle worth having. (We won!)

We never missed an opportunity to make something look, sound and feel relevant – because in an industry as regulated as investments, you need to grab cut-through where you can.

We never missed an opportunity to make something look, sound and feel relevant – because in an industry as regulated as investments, you need to grab cut-through where you can.

Another bit of brand-pushing fun, this time with animation. A lightbulb moment of mine was to have a little ghost with a flashlight illuminating the copy. Cute and attention grabbing while also directing the audience to the message – all while feeling relevant for Halloween.