Creating distinction for Aviva’s corporate proposition with a differentiating thought leadership campaign
Lansons have been a trusted partner to Aviva since 2018 when we started working with the senior leadership team to create a distinctive narrative for their business proposition. To activate the central theme of ‘taking care of business’, we developed a compelling thought leadership platform designed to engage and inspire Aviva’s corporate audiences.
Our research found that ‘resilience’ is a significant success factor for UK companies and a source of concern for many business owners and decision makers. By aligning Aviva with the concerns of its customers, we were able to position them as the partner of choice to businesses, large and small, building on the brand’s 300 year heritage and breadth of expertise.
Aviva’s ‘UK Business Resilience: A state of the nation’ report, developed in partnership with Cebr, revealed an original framework for defining then measuring business resilience, based on six critical factors, and provided a first-of-its-kind analysis of the state of UK business resilience. Lansons developed the concept, research methodology, narrative and content strategy at the heart of the campaign, which provided rich content on which to base website articles, client events and social media content. Importantly, it presented the Aviva distribution team with an opportunity to start thought provoking conversations with clients and prospections, driving deeper relationships.
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