Aviva gets a positive reaction to rebrand
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More than two-thirds of marketers believe that Aviva’s rebrand from Norwich Union has been a success. Sixty-seven per cent of marketing professionals who responded to a marketingweek.co.uk online poll say the high profile six-month campaign has successfully communicated the name change.
Bruce Willis: in Aviva rebrand ads
Only a quarter (26%) of respondents believed the rebrand has been unsuccessful.
The insurance company launched a major campaign last Boxing Day ahead of the June 1 rebrand of Norwich Union. Television advertisements featured celebrities famous for changing their name such as Bruce Willis and Ringo Starr.
The change of name from the 200-year-old Norwich Union was the final stage in Aviva’s global rebrand. The savings, investments and insurance group already traded as Aviva in more than 20 markets across the world.
The campaign appears to have boosted recognition of the brand, with awareness levels that Norwich Union was changing its name to Aviva increasing to 80%, according to ICM Brand Tracking research.
Amanda Mackenzie, chief marketing officer of Aviva, told Marketing Week that the company is “very pleased” with the reaction to the rebrand. “Now it’s about really delivering on our brand promise, that’s the ultimate test of success,” she adds.
Marketing activity, which also included press and outdoor campaigns, has also increased public perception of the brand.
According to YouGov data, the brand’s “Buzz” - a measure of whether people have heard positive or negative things about a brand - has been steadily rising over the past three months. Its Buzz rating stood at -4 in March, three months into the campaign, rising to a recent high of 2 at the end of last month.
