Aviva Canada Inc.

Aviva Canada Inc.

April 15, 2008 15:15 ET

Aviva Canada on a Mission to "Change Insurance"

TORONTO, ONTARIO--(Marketwire - April 15, 2008) -

Editors Note: A photo and video are included with this press release.

Aviva Canada Inc., Canada's second largest home, auto and business insurance group, is on a mission to change insurance in Canada. In-depth market analysis and research shows that Canadians are frustrated by the current state of the insurance industry, and Aviva is committed to earning consumers' trust through a series of unique initiatives and offerings.

The company has recently launched a bold new brand positioning and integrated marketing initiative aimed at improving the way Canadians perceive, value and trust their insurance providers. The unique, straightforward and honest communication program is based on their new consumer promise - "Let's Change Insurance".

A key element of the program is a dedicated web site, www.changeinsurance.ca, that engages Canadians in conversation. When visiting the site, consumers can take an "insurance frustration quiz" and also tell Aviva what they really think of insurance and how it can improve.

"Extensive research shows there is a need for change in the insurance industry," says Paul Fletcher, Senior Vice President, Brand Marketing, Aviva Canada Inc. "Our investigations told us consumers feel disconnected, and distrustful of insurance. While they think insurance protection is important, they also see it as a necessary evil that treats people as a risk or liability rather than the valued customers they really are. Aviva strongly believes this needs to change and we're beginning an exciting journey to change the way Canadians view insurance."

Aviva Opens Up to Canadians

Aviva has just launched its first advertising campaign, created by TAXI Toronto, that will reach out to consumers at every touchpoint, using TV, print, online banners, radio and out of home billboards to spread Aviva's message of change.

The ads are highlighted by a self-deprecating tone and honest depictions of Canadian attitudes towards the insurance industry, along with Aviva's call for change. Creative from TAXI Toronto demonstrates what life might be like if insurance providers were treated the same way consumers feel they have been treated. In one of the TV spots, a group of unsuspecting insurance company employees are literally thrown to the sharks. Print, outdoor and online executions use humourous multiple choice questionnaires to survey consumers' feelings about insurance - the catch being none of the supplied answers is an attractive option.

"The overall tone and nature of this initiative is a real change for the industry," says Mr. Fletcher. "It demonstrates our personality: warm, honest, empathetic and collaborative - everything Canadians are asking insurance to be."

End-to-End Money Back Guarantee

Aviva's most recent customer service solution is a national money-back Claims Service Satisfaction Guarantee. Aviva is the first and only company in Canada to offer an end-to-end money back guarantee. "If an Aviva customer is not satisfied with the service they receive during the entire claims process, we will give them a cheque equal to the value of their premium," explains Mr. Fletcher. "We are guaranteeing our whole service process, not just how quickly we answer the phone or how quickly we return a call.

"Plain and simple, we want to raise the bar to ensure the best customer service possible with each and every claim by setting clear expectations up-front. If we fail to deliver, then the customer deserves their money back."

In 2006, Aviva became the first insurance provider in Canada to reward responsible drivers in response to Canadians' call for customized and value-added insurance programming with the launch of Autograph. Autograph offers lower premiums to drivers who use their vehicles in ways that lower the risk of collision and incidents. Drivers who use their vehicles at safer times of the day - outside of rush hour for instance, or drive fewer kilometers than the industry average, or drive at lower speed will all be rewarded with lower premiums.

The Company now also operates a 24/7 claims line to ensure fast, reliable and personal service. When making a claim, Aviva customers are given a single point of contact, in French or English, to make the process as streamlined and easy as possible. Claims professionals are available to all Aviva customers 24 hours a day, seven days a week no matter where they are in North America.

"Canadians have called for change," concludes Mr. Fletcher. "We've heard them loud and clear. It's time to change insurance and Aviva is committed to do just that in partnership with Canadians."

About Aviva Canada Inc.

Aviva Canada Inc. is one of the leading Property and Casualty insurance groups in Canada, providing home, automobile and business insurance to more than three million customers. Our group of companies has more than 3,200 employees, 40 locations and more than 3,000 independent broker partners. Aviva Canada Inc.'s products and services are delivered across the country through its operating entities: Aviva Pilot; Aviva Traders; Aviva Elite; Aviva Scottish & York; Aviva Insurance Company of Canada; and S&Y Insurance Company. Aviva Canada Inc. is a wholly-owned subsidiary of UK-based Aviva plc, the world's fifth largest insurance group. Please visit our web site at avivacanada.com or share your thoughts on insurance at changeinsurance.ca.



Contact Information

  • For more information, or to arrange an interview with
    Paul Fletcher or TAXI, please contact:
    Strategic Objectives Inc.
    Michael Shipticki or Charlene McAnoy
    (416) 366-7735 ext. 250
    Email: mshipticki@strategicobjectives.com
    To view the ad creative, go to:
    Via Web Browser:
    Go to http://www.taxidoc.com
    Username: avivapr
    Password: shoe57