A quirky character brokers couldn’t stop talking about
Brokers are an important audience for Aviva, and they wanted to make sure they were building and sustaining the relationship in the best possible way. Mindful that this valuable business audience is inundated with communications, we created an easily identifiable branded character: an illustration complete with a unique tone of voice.
Our jolly ‘stick man’ had just the right lightness of touch to intrigue and engage. More importantly, it gave us a strong creative vehicle to develop activation campaigns across the full range of Aviva’s products and services. For over 5 years, our character was a highly successful mouthpiece that brokers came to recognise and enjoy.
As one broker remarked in research: “You may like or hate him, but you certainly want to know what he’s going to do next.”