Aviva conducted a brand migration campaign to communicate their name change from Hibernian to Aviva to their entire customer database of over 727,000 people. They segmented customers into 11 unique segments based on product ownership and further categorized them into four groups. Each customer received a personalized letter with targeted product offers and a unique code to track responses. The campaign achieved a 10% response rate to lead generation questions, an 8% response rate for competition entries, marketing costs that were 75% lower than standard, and grew their marketable database from 165,000 to 590,000 customers.

1. AvivaBrand Migration Campaignanpost.ie/mailmedia

2. Brand Migration CampaignThe ChallengeAs part of the ‘One Aviva’ vision, Aviva wanted to communicate their name change from Hibernian to Aviva. Even though there was no legal requirement to inform customer of the name change, Aviva wanted to capitalise on this unique opportunity to target relevant messages to their entire Aviva Group database:drive awareness of product portfolio to generate leads to aid cross selling

3. update data protection permissions and grow the size of marketable database

4. create awareness of Aviva and substantiate the brand

5. reward entire database to aid loyalty and retentionGiven the challenging business environment and severe pressure on marketing budgets it was critical to demonstrate a strong commercial return for any planned campaign.

6. Brand Migration CampaignThe Target MarketEntire Aviva Group Ireland customer database (727,633 records segmented into 11 unique customer segments driven by product ownership, which were further defined into four customer groups).

7. Brand Migration CampaignThe ThinkingThe data was de-duped externally and certain hierarchy rules applied. A segmentation model of 11 customer segments resulted, driven by policy ownership, Data Protection permission, types of policies they had and their relationship with Aviva. Segments were further defined into 4 groups with clear campaign objectives for each.

8. Brand Migration CampaignThe MailingCustomers received a unique personalised A4 letter (one of 11 types) depending on their segment tailored by targeted product offers, with a variable call to action, variable data protection wording and variable lead generation questions. Each letter contained a unique customer code for tracking.A lead generation form was used to gather additional renewal dates across Aviva’s General Insurance/Life and Health product portfolio. The unique code enabled customers to respond by Freepost or via a microsite www.avivacompetition.ie. All customers received an Aviva corporate brochure with product detail, strength of Aviva, details of discounts and savings and information of Aviva stadium pre launch.