In a glut of global marketing and centralisation, Aviva group, owners of UK based Norwich Union and Eire based Hibernian insurance companies annouced earlier in 2008 that they were ditching said brands in favour of the Aviva brand name.This isn't so surprising, the insurace group is known under the Aviva brand in over 20 other countries already. In fact they have a current group marketing campaign with the simple tag line of "Building a global brand" This is clearly important to them.
Today, news has filtered out that they will be using a number of A-list celebrities to make Aviva a house hold name. Bruce Willis, Ringo Starr and Elle McPherson top the list of celbs that we'll see in the Aviva ads, airing in teh UK from Boxing day onwards. We'll also see them appearing online and offline. Supporting Bruce, Ringo and Elle are Dame Edna and everyones favourite Shock Rocker, Alice Cooper.
There's no denying that, with such a line up and the budget that must be supporting this, that the consumer recall rate (a metric often used to guage success of cross channel ad campaigns) is likely to be very high.
I'm looking forward to seeing the adverts on TV. Perhaps they'll each have to play a down beat insurance salesman, who's had just one to many doors shut in his face. Cue, uplifting music the appearance of a dirty vest (this would be especially good in Elles ad) and a lot of explosions. It would then culminate in the Aviva brand logo, rising from the flames with the Hollywood-esque voice over man saying:
"AVIVA - Building a global brand!"
Ok, ok - perhaps i'm getting carried away....but i bet people would remember their brand! Hah!
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