Aviva plots loyalty scheme blitz

aviva 2Insurance company Aviva has appointed partnership marketing specialist Cherry London to build the company’s 2.5 million customer-strong Aviva Advantages’ loyalty platform.
The agency has been briefed to create strategic partnerships with some of the UK’s leading brands, as well as support the launch with a spring campaign, followed by a summer campaign in July.
Aviva head of customer marketing Rachael Laurie said Cherry had shown a “real understanding of our business and current rewards programme”, and offered a thoughtful approach to helping build on its customer presence.
She added: “The whole concept behind Aviva Advantages is about making our customers lives a little easier, so that they can spend quality time together as a family this summer, come rain or shine. We’re confident Cherry will be a great partner in helping us attract and reward our loyal customers as well as making a real difference to the family life of our customers.”
Cherry London chief executive Tamara Gillan said: “In the highly competitive insurance sector, cementing customer loyalty and reducing churn is a key business objective.
“We’ll be supporting Aviva in communicating the strength of its brand through a responsive and engaging loyalty programme, which will offer rewards that will really matter to their customers and their families. We want to make Aviva really stand out from the competition.”

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