Aviva launches new car insurance advertising campaign, developed by Core – Campaign, narrated through a child’s imagination, unveils new ‘It takes Aviva’ brand positioning

Core, in collaboration with Zenith, has developed a new advertising campaign for Aviva.  The new car insurance campaign also unveils Aviva’s new brand positioning ‘It takes Aviva’ for the first time in the Irish market.

Research conducted by Core for the new campaign revealed that consumers crave emotional confidence in their insurance provider, and this work will tell the story about how Aviva provides practical help when a car breaks down. The ad seeks to position Aviva as an industry leader focused on serving its customers. The ’man from Aviva’ humanises the brand and we tell the story from a child’s point of view to provide emotional resonance as well as humour and memorability.

The new campaign will run across all TV and radio stations in Ireland and on online video streaming services:

https://we.tl/t-k8dUo0YLpl

Speaking about the new campaign, Sharon Treanor, Head of Consumer Marketing and Trading at Aviva, said:

“We are delighted to unveil our new car insurance campaign launching our new brand positioning ‘It takes Aviva’ in Ireland for the first time.  ‘It takes Aviva’ is a promise to be the difference for our customers when they need it most and to show them how we can help them navigate the twists and turns of life. We want our customers to know that we will be there for them when things go wrong.  A breakdown is a real moment of truth and an opportunity for Aviva to support and help our customers.  Breakdown Rescue cover is a standard benefit on all our car insurance policies.”

Susan Kelly, Strategy Director, Core Strategy added:

Research showed many people don’t believe their car insurer or breakdown assistance policy will come through for them at a point of crisis.  This campaign gives customers confidence that Aviva’s people will always do their utmost to get you back on the road quickly with minimum hassle. The ad really personifies the Aviva promise in a warm and humorous way.”

The campaign was produced by Core Creative, in collaboration with Strategy, Research, Investment and media planned by Zenith, part of Core.

Client Team

Agency:                                    Core

Production Company:                BanjoMan

Director:                                    Mia Mullarkey

Producer:                                  Matt D’Arcy

Client Director:                          Julie Collins

Business Director:                     Jane Adams

Agency Producer:                      Fiona McGarry/Anita McMenamin

Copywriter:                               Blaise Hoban

Art Director:                              Eva Redmond

Creative Director:                      Mike Garner

Strategy Director:                      Susan Kelly

Media Planners:                        Greg Ashe / Aoife Bradbury

Aviva Marketing:                       Elaine Kearney

ENDS

Notes to Editor:

Core is Ireland’s largest marketing communications company. Core employs a team of 330 people and consists of eight practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Research, Sponsorship and Strategy.

To learn more about Core, please visit onecore.ie

@core_irl

New Irish digital healthcare business, VIGO Health, partners with innovative Abi Global Health to offer instant online access to ‘Ask a Doctor’ service that provides trusted medical advice in minutes

  • First partnership of its kind in Ireland links VIGO Health customers to network of trusted Irish based doctors
  • Partnership allows unprecedented ease of access to doctors 24/7 via messaging apps such as WhatsApp, Messenger and Viber

VIGO Health, a new and innovative digital health cover proposition that covers everyday health costs under one simple plan, has today announced a partnership with Irish company Abi Global Health to provide customers with access to their virtual ’Ask a Doctor’ service.

The on-demand ‘Ask a Doctor’ service provided to VIGO Health by Abi Global Health is unlimited, available 24/7 and accessed online or via messaging apps without an appointment and gives customers access to trusted advice from a qualified Irish based doctor within minutes.

The facility is one of 30+ everyday health services offered by VIGO Health, a business primarily aimed at those without private health insurance but who would like access to a range of every day health supports. By combining innovative digital healthcare solutions and cash benefits, VIGO Health brings together a host of everyday supports to help customers connect to the health professionals they need, at the time they need them. Costing less than €10 a week, paid via a monthly subscription, the service offers one health cover plan for just one price – all on one digital platform.

Abi Global Health uses Artificial Intelligence and machine learning algorithms to match users’ questions to the best suited doctor who will answer in minutes. Users simply send their health questions to licensed doctors via their favourite chat apps (WhatsApp or Facebook Messenger) anytime, anywhere and within 3 to 5 minutes, the user will receive an accurate answer from one of Abi’s doctors.

Abi’s goal is to use micro-consultations to transform the way people interact with doctors. They do this by alleviating the pressure on the healthcare system by freeing up physicians’ time by up to 85%, compared to synchronous consultations via chat, voice, or video. 70% of Abi’s consultations prevent further medical intervention.

An Irish company, Abi Global Health operates in dozens of countries across Europe, Asia, the Americas and Africa servicing more than seven million people, in partnership with insurance and healthcare companies, governments and NGOs.

Ruth Bailey, CEO of VIGO Health, says she is delighted that VIGO Health is Abi’s first ever first Irish customer. “This innovative partnership with Abi offers our customers incredible access to the health connections they need, wherever they are. Abi shares the same vision as us in relation to ease of access to the health support you need, at the time you need it.”

Kim-Fredrik Schneider, CEO of Abi Global Health, said: “Abi Global Health was founded around our shared belief that healthcare should be radically convenient, easily available and consistently excellent. This belief is also shared with our new partners VIGO Health, who we are delighted to have partnered with. We saw an opportunity in telemedicine to create an innovative service that has never been offered before – medical micro-consultations and VIGO Health really share this vision of innovation in healthcare.”

VIGO Health has also partnered with other leading industry names to deliver the service, including:

  • Health Hero – Provider of virtual consultations with GPs, Physios, Mental Health
  • Meaghers Pharmacy – Provider of free prescription delivery, along with a 10% discount for their online store
  • Charter Medical – Provider of ‘At Home’ screening kits

www.vigohealth.ie

Instagram – @vigohealthireland

Facebook –@VIGOHealthIre

TikTok – @vigo.health

www.abiglobalhealth.com

Twitter – @AbiGlobalHealth

Instagram – @abiglobalhealth

New rules relating to advertising of High Fat, Salt and Sugar (HFSS) food and beverage products unveiled by the Advertising Standards Authority for Ireland

  • No medium can be used to advertise HFSS products if more than 50% of its audience is under 15 years of age and restrictions apply to the percentage of HFSS marketing communications that can be carried by each media format
  • New rules also apply to sponsorship activities and use of licensed characters in promotional activity
  • Locations primarily used by children such as schools, creches, youth centres and playgrounds should be free from all forms of marketing communication for HFSS foods

30th June 2021: The Advertising Standards Authority for Ireland (ASAI), the independent self-regulatory body committed to promoting the highest standards of marketing communications in Ireland, has unveiled new rules relating to the advertising of High Fat, Salt and Sugar (HFSS) products which will be incorporated into the Food and Non-Alcoholic Beverages Section of the ASAI Code.

The new rules will restrict marketing communications for HFSS foods and beverages from being directed or targeted at children under the age of 15 through the selection of media or the context in which they appear. The rules are in response to changing media habits among young people, as well as wider concerns in society about public health challenges for this age group. Thresholds for non-broadcast media will reduce the overall exposure to HFSS product marketing communications.

In summary, the new rules state that:

  • No medium can be used to advertise HFSS products if more than 50% of its audience is under 15 years of age
  • There are also thresholds on the amount of advertising for HFSS products that can be published by each media format. For example, no more than 33% of available outdoor space can carry HFSS product marketing communications, whilst for cinema, digital and print media, no more than 25% of the available space can carry HFSS product marketing communications
  • Marketing communications targeted at children for HFSS products cannot include a promotional offer or a competition. There are also restrictions on the use of licensed character
  • Locations primarily used by children will be prohibited to run any form of marketing communication for HFSS foods. Examples of such settings include registered crèches, pre-schools, nurseries, family and child clinics, paediatric services, schools, dedicated school transport, playgrounds and youth centres.

The above rules will be in addition to existing rules such as marketing communications should not denigrate a healthy lifestyle, not encourage unhealthy eating or drinking habits, not encourage consumption to take advantage of a promotional offer.

The new restrictions will come into effect on 1st December 2021 and ASAI will be working with media and advertisers to ensure the successful rollout of the rules. To facilitate this, ASAI will be taking a very practical and staged approach to their implementation. They will be proactively monitoring this area and, for the first six months after the effective date, will add any complaints that may be received into their monitoring structure, using them as a form of intelligence gathering.

ASAI will be developing a presentation that covers the rules in detail and they will also be offering other required supports to help advertisers and media with the implementation of these new rules. An introductory video by Orla Twomey, Chief Executive, is here.

Orla Twomey, Chief Executive of the ASAI, said: “The implementation of these new rules in the ASAI Code are a significant and positive change designed to help and protect the wellbeing of children as well limit the overall exposure of HFSS advertising to the general public. Key industry groups support the implementation of the rules, demonstrating the advertising industry’s continuing commitment to advertising self-regulation. 

As well as limiting HFSS product advertising, the new rules will alter the nature of how food advertising is seen by children.”

Below are the key changes and additions to Section 8 of the ASAI Code, Food & Non-Alcoholic Beverages: To view the Code in full, please visit www.asai.ie

Placement of marketing communications for HFSS products in non-broadcast media

8.19          Marketing communications for HFSS food should not be directed or targeted at children under 15 through the selection of media or the context in which they appear.

8.20          No medium should be used to advertise HFSS products if more than 50% of its audience is under 15 years of age.

Media specific rules

8.21          Where a marketing communication for HFSS is permissible, it shall be subject to media specific placement rules, including maximum thresholds for each medium.  The details for each media are set out in the Guidance Note on High Fat, Salt and Sugar (HFSS) Food and Non-Alcoholic Beverages on www.asai.ie.

Locations

8.22:       Locations primarily used by children shall be free from all forms of marketing communication for HFSS foods. Examples of such settings include registered crèches, pre-schools, nurseries, family and child clinics, paediatric services, schools, dedicated school transport, playgrounds and youth centres.

Promotional offers

8.24        Marketing communications, in non-broadcast media for HFSS food products, that are targeted at children at children should not include promotional offers or a competition, subject to the exception listed below:

(i)       Point of sale displays, packages, wrappers, labels, tickets, timetables and menus.

Licensed Characters and Celebrities

8.26                 (b)     Marketing communications, in non-broadcast media for HFSS food products, that are targeted at children should not include licensed characters or celebrities popular with children, subject to the exceptions listed below:    

                                 (i)            Point of sale displays, packages, wrappers, labels, tickets, timetables and menus;

                     (ii)           The prohibition does not apply to advertiser-created equity brand characters (puppets, persons or characters), which may be used by advertisers to sell the products they were designed to sell.

HFSS Sponsorship arrangements

8.28      These rules apply to all forms of commercial sponsorship, involving HFSS food, of activities or events of any kind. 

8.29      The restrictions will not extend to corporate identities, trading names, or masterbrands.

8.30      No sponsorship involving HFSS food will be permitted for any other setting dedicated to use by children of primary school age.

8.31      No sponsorship involving HFSS food will be permitted of events of particular appeal to children of primary school age. “

8.32      Existing sponsorship contracts and agreements which otherwise would be in breach of the code will be permitted to continue until they expire.

(See Effective Date for implementation date of rules 8.28 – 8.32)

The Advertising Standards Authority for Ireland is financed by the advertising industry and committed, in the public interest, to promoting the highest standards of marketing communications that is advertising, promotional marketing and direct marketing. The objective is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’.

The Code covers commercial marketing communications and sales promotions in all media in Ireland including digital web, social, mobile, in-game ads, influencer marketing (user-generated commercial content), print, outdoor, radio, TV, leaflets/brochures, SMS/MMS, cinema, and direct marketing.

Further information on advertising self-regulation, the ASAI and the operation of the system is available at www.asai.ie

Follow the ASAI on Twitter @THE_ASAI