Aviva wanted to re-invigorate and grow its established health insurance business by driving more sales direct to consumers

To drive this growth, Aviva’s health insurance offer needed a more distinct positioning, underpinned by an updated strategy responding to changes in the healthcare market.

What we did

Built a clear strategy

We created a fact base of rigorous insight, then identified customer segments and defined ways to differentiate Aviva.

Harnessed the creative power of the team

We used the fact base as a springboard for idea generation, and our creative stimulus inspired over 70 ideas in a single workshop.

Worked with customers to build the final positioning

We used learning from customers to create the concept for a final proposition, which was used to guide execution across the marketing mix.

Outcome

Aviva now has a clear pathway for growth in health insurance, grounded in a strong understanding of what matters to their target audience.

In a market where the main providers have very similar offerings, the new positioning helps differentiate Aviva, with a set of strong ‘reasons to believe’.

We brought the wider team and stakeholders on board as part of the development process, which means they are highly engaged and motivated to bring the new positioning to life.

What we love about the project

Collaborating with Aviva

We really enjoyed working with and guiding the Aviva team, blending their knowledge of health with our proposition development skills.

Building a meaningful proposition

It was exciting to translate a very rich set of data and insight into a meaningful positioning.

Helping Aviva's customers

It’s rewarding to know that what we did is now helping customers get the support they need with their health.

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"It’s the first time I’ve worked with Blue Feathers and I was really impressed! The speed at which they work and the tangible outputs were great – it’s really refreshing. " Lucy McLuskie, Marketing Lead, Direct Health and Protection 

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