Aviva, a major force in the world of insurance, has ventured into the ‘afterlife’ with its latest TV advertising campaign.
The aim is to engage the four in ten adults in the UK – nearly twenty million people – who have no financial protection.
Actor Paul Whitehouse, who has worked on The Fast Show, and with comedian Harry Enfield, appears in the advert as a father who is expressing his peace of mind, knowing that his family is financially secure.
His daughter can go to university, while his son can continue to enjoy his swimming lessons. At the end of the advert, viewers realise that the father is ‘dead’ and speaking from the next world.
The campaign is the result of consumer research which looked at the barriers preventing people from buying life assurance. One of the key findings was that consumers said they had to be “emotionally disturbed” into taking action and buying cover.
Louise Colley, head of protection marketing for Aviva, said, “Every 29 minutes in the UK, a child under the age of 16 loses a parent, yet millions of UK families are still financially under-protected.”
Director of protection Richard Verdin said: “We may be criticised for the advert as we accept that we have gone further than other companies have gone traditionally. We believe in what we have done because it is based on extensive consumer research, and consumers have assured us that this is the advert on which they would take action.”
Aviva would not disclose the cost of the campaign, but it is thought to be a six-figure sum.