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Aviva adverts to use real customer stories


A series of new television mini adverts will appear as part of Aviva’s ITV Drama Premiere sponsorship package.


Launching on 18 September 2011 during Downton Abbey, the first ones show how customers can benefit from income protection. Although performed by actors, the films are based on real-life situations of Aviva customers who have claimed on their insurance. The stories were chosen specifically to show how the lives of everyday people can suddenly take a dramatic turn, but that financial support can help in their hour of need.


The 10-second adverts are shown before, during and after commercial breaks – and each features a different element of the customer's story. Over the course of eight weeks viewers will see the customer's whole experience.


The first advert to be shown covers the story of Gary, who had income protection insurance. Gary sustained serious injuries in a motorcycle accident that meant that he could no longer continue to do his job as an engineer. His policy provided him with an income while he was unable to work. It also enabled him to retrain for another profession, whist continuing to receive an income. A later advert will show how critical illness insurance helped Jane, single mother of two, as she coped with cancer.

Life insurance news: 16 September 2011