Dare to Debunk Driving Stereotypes with Aviva

Today sees Dare launch a national social media campaign to support the launch of Aviva Drive, a market first Smartphone App which the agency created with Aviva in order to offer safer drivers a better deal on their car insurance.

Timed to coincide with the latest Paul Whitehouse TVC created by AMV BBDO, the campaign debunks some of the nation’s most common driving stereotypes.

The nation will be asked to judge ‘Who’s the safe bet?’ by backing either a stereotypical white van man, cautious granny or a (distracted) school run mum for the chance to win a new Ford car, before finding out if the stereotypes hold true at the end of the campaign on the Aviva Facebook and Twitter pages.

The stereotypes will be put through their paces using the Aviva Drive app and the campaign also includes some unique  accelerating, braking and cornering challenges with Jonny Herbert (ex F1 driver) by the side of the stereotypes to help steer them to driving safety. Throughout Dare will share video and polls to stoke engagement as well as stimulating debate around the stereotypes.

Laura Jordan-Bambach, Creative Director at Dare commented: “We’re all guilty of using stereotypes from time to time and we wanted to show that Aviva, more than any other insurer, are keen to offer drivers the chance to get a premium based on their driving safety. The campaign is designed to be fun and shareable but thought provoking, encouraging drivers to try the app for themselves to find out how safe they really are.”

By debunking popular stereotypes the campaign will highlight that Aviva believe you should pay insurance based on how you drive, not who you are - with Aviva Drive offering savings of up-to 20% off new comprehensive policies for the safest drivers.

James Turner, Brand Marketing & Strategy Manager at Aviva commented: “With over 50,000 downloads already, we know Aviva Drive is being welcomed by drivers looking for fairer insurance. This campaign will be key to reaching new audiences and encouraging debate and consideration of the App.”

Credits

Project name: Aviva Drive, Who’s the Safe Bet
Client: Aviva
Brief:  To drive brand consideration through an engaging, integrated Social and PR campaign and to Encourage Aviva Drive app downloads.
Creative agency: Dare
Creative Directors: Laura Jordan-Bambach, Dennis Christensen
Creative:  Jamie Thompson
Creative: Darren Whitney
TV Producer: Donna Baker
Media agency:  Zenith Optimedia
Media planner: Chris Davies
Producers: Jon Brombley