Aviva will launch a £9million advertising campaign on Boxing day, in an effort to ditch it’s former name Norwich Union. The campaign is set to run for six months and will feature celebrities who have changed their names before finding success.
The ad’s will run on tv, in print and online throughout the UK and will feature Bruce Willis, Ellie Macpherson, Ringo Starr and Alice Cooper among the celebrities.
It will be an uphill struggle for Aviva after recent research found that only one in ten of the UK population recognised the Aviva brand name against 90% who knew the former name Norwich Union. Also fifty percent of respondents were able to name Norwich Union as a UK insurance operator, while none mentioned the name of Aviva.
Aviva trades worldwide under that brand and only the UK, Ireland and Poland know the company under it’s former guise, Norwich Union.
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