British insurance company Aviva has joined forces with ITV and Publicis Media for a series of interactive ‘visual puzzle’ ads, in a campaign aimed at solving the nation’s finances. 
Produced by ITV Creative, the adverts feature games from anagrams and rearranging matches, to ‘match the pairs’ – all designed to be inclusive of Aviva’s core audience, making it suitable for families.
The adverts will air during ITV’s programmed game shows such as Tipping Point and The Chase, as well as some Rugby World Cup games.
The five 20-second co-branded films will incorporate ‘light entertainment energy’, and will utilise a yellow, blue and teal colour scheme, in keeping with both Aviva and ITV’s branded colours.
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It follows in the wake of Aviva’s successful ‘Make it Click’ campaign, which acknowledged how confusing and intimating finances can be and formed part of the insurance firm’s wider strategy with Publicis Media.
“We are excited to launch our partnership with ITV, having seen such a natural synergy between our new brand platform – ‘Make it Click’ – virtual puzzle ads and ITV’s roster of gameshow entertainment,” said Aviva group brand director Phoebe Barter.
“We hope it reinforces our commitment to helping things to click into place and gives viewers a flavour of the exciting things to come.”
ITV director of commercial sales and partnerships, Mark Trinder, added: “This work with Aviva is a great example of really engaging with ITV’s audience by bringing an idea to life and inviting viewers to take part by aligning a creative commercial idea with our programming.”
“Broadcast during ITV’s iconic quiz shows and our exclusive coverage of the Rugby World Cup, it will reach key audiences to drive awareness of Aviva’s new campaign.”
https://www.youtube.com/watch?v=4X3-F8zHygg&t=4s
