26.08.2016 PR Bright Spot: Aviva

What is it? 

Insurance company Aviva UK has launched a campaign to convince drivers to stay off their phones and focus on the road.

Its own survey found that more than 40 per cent of people still take a gamble and use their phone while driving, including for checking social media.

To highlight this Aviva released a satirical video showing an enthusiastic campaigner (played by an actor) trying to convince unsuspecting members of the public to sign his petition to make it legal to drive while using a phone.

Thankfully all participants said no and some even reacted with horror and anger.

 The campaign is part of Aviva’s wider #Drivesafer campaign

 

What was the effect?

The video has been watched more than 130,000 times in less than two weeks and has been widely shared on social media, as well as gaining coverage in insurance publications.

 

Why we liked it

We thought the mix of satirical humour and sobering statistics was an effective way to promote a worthy public safety message. Also, capturing the genuine reactions of real people was more impactful in making the point than using actors.

Although the campaign is not overly promotional it helps boost brand awareness for Aviva by linking it with road safety and responsible driving in the minds of consumers.