AVIVA "Let's Chance Insurance" Website

Financial Services - Single

2008

TAXI, Toronto
t: 416-979-7001
e: kate.fried@taxi.ca
w: taxi.ca

Executive Creative Direction: Steve Mykolyn Art Direction: Nathan Monteith, Stefan Wegner, Dave Luxton Copywriting: Stefan Wegner, Nathan Monteith Design: Dave Luxton, Jeff Vermeersch Illustration: Dave Luxton Ad Agency: TAXI

Winning Website: neverinneutral.com/aviva_english/microsite.html

Aviva is an insurance company that recognizes people really don't like insurance and wants to change that. The integrated campaign launched with TV spots that highlighted peoples' frustration with insurance. Outdoor advertising (in the form of impossible-to-answer survey questions) reinforced this notion of insurance frustration. Online banners then agitated people even more with insurance and led to the changeinsurance.ca microsite. The site is based on a comprehensive, yet completely asinine questionnaire that reminds people of how frustrating insurance can be, and then encourages users to tell Aviva how they would change insurance for the better.