Aviva Equity Release
DRTV & Multi-Channel Campaign
Equity Release is big news across the UK with the market dramatically increasing in size year on year. Aviva tasked us with helping them deliver a 27% increase in Equity Release customers in 2019.
With existing lenders making more noise and finding new angles of promotion and with an objective to beat market growth we needed to do things differently, quickly and with maximum impact and response. Our first steps were to fully understand the customer journey and manage every brand touchpoint with relevance to the specific customer and prospect profiles.
The Solution
We developed an integrated multi-channel solution with awareness, response and ROI at its heart. A range of media was deployed spanning door to door, press, direct mail, email and a new channel for this product – DRTV (Direct Response Television).
We created a series of response-focused 30-second TV adverts to run across a broad selection of channels scheduled to engage the target audience.
The Results
The campaign’s results were impressive, in particular the DRTV ad continued to run for almost 24 months, with additional spend allocated to increase spots on top-performing channels due to favourable feedback from new Aviva customers.
1,642%
social engagement lift
200%
increase in followers
