Company: Aviva PLC
Brand value: US$2,420 million
Headquarter city: London
Year formed: 1696
Aviva, whose origins lie in the Hand in Hand Fire & Life Insurance Society launched in 1696, is now the UK’s leading insurance provider, with 13 million customers in the country and 33 million around the world using its insurance, savings and investment services. The Aviva of today was formed by the merger of CGU and Norwich Union in 2000, and the Aviva name came into being in 2002. The brand’s promise is: “At Aviva, everything we do is full of Good Thinking for you”, which is captured in their strategy slogan “Good Thinking”. This was launched in 2015 and has since been used in many of their marketing campaigns. The brand is a strong user of digital technology to target young people; its 2016 “Shape My Future” online campaign saw two millennials dressed as pensioners, giving them the chance to experience a week living on their own pension provisions and encouraging them to better plan for their future. The brand has also used celebrities, including racing driver David Coulthard and rapper Tinchy Stryder, in ads showing the dangers of bad driving habits in an amusing way. They also drew attention to the Aviva Drive App, which tracks and reports an individual’s driving. The company is reported to be in talks with developers of driverless cars, which are likely to cause huge disruption to the motor insurance sector.
The brand has sponsored Aviva Norwich City Football Club since 2008 and the Aviva Premiership Rugby league since 2010. More recently they have started sponsoring cycling events such as the Women’s Tour, Aviva Tour of Britain, Aviva London Cycle, and Aviva Tour Ride since 2015. Aviva is listed on the London Stock Exchange and is a constituent stock in the FTSE 100 Index. It has announced plans to move some of its operations to Dublin when the UK leaves the European Union, to secure its EU business.