Aviva turns to social media

If life insurers want to
communicate with an audience of younger consumers they can no
longer afford to ignore the power of social media.

UK insurer Aviva has taken
this to heart with the launch of Magic Money, a campaign that uses
social media such as Facebook to raise awareness among younger
workers about the importance of starting to save early in their
lives.

“This campaign has been
developed to really entertain this younger audience of workers who
are regular users of social media,” said Aviva’s head of brand Sue
Helmont. “But our overall aim is a serious one. We want to get this
younger generation thinking about ways they can make their money
work for them in the future.”

The Magic Money campaign uses
a series of short film clips shot on the streets and in the bars of
Brighton and London. In the shots, magician Pete Hathway uses magic
tricks with money as the central theme to bring home the savings
message to young workers.

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