Aviva on how it flipped its marketing ‘360 degrees’

In December last year, Aviva introduced its ‘Good Thinking’ strategy to its UK business. It is described by the insurance brand as “an internal mantra externalised through its communications”, and aims to find news ways of serving customers in a “better or different way” – all while honing in on big societal issues like saving money or safe driving.
It all started with the Aviva Drive app, which monitors young people’s driving skills and give