The business wanted an engaging and innovative approach to improve the clarity of the AvivaPlus proposition online. The brief was to create an online landing page to smoothly segue between the offline above/below the line campaigns and online product pages and finally directing the user into the conversion funnels and MyAviva.
The page content was refined and worked into an editorial layout—this process allowed for the creation of responsive stackable components, styled in the new AvivaPlus aesthetic treatments. All AvivaPlus style elements work in parallel alongside the classic Aviva identity guidelines.
The design was to integrate aspects of the media and TV advertising campaigns to act as signposting and offer brand continuity – creating a recognisable end-to-end interaction. The stakeholder's vision was to scale back content to the essentials, strengthen the AvivaPlus proposition, and overall make the new landing page work as hard as possible.
Customers view price disparity the most unfair practice of the insurance industry
More AvivaPlus quotes than standard Aviva direct policies (annually)
Industry subscription-based product
Finder Customer Satisfaction Award
Paid in claims and benefits to customers (annual)
The AvivaPlus identity consist of a dark blue gradient, signifying a premium visual wrap. Bad Ed and other TV advertisement characters, vintage style campaign graphics (paying homage to Aviva's over three-hundred-year heritage), and other graphic elements/interactions were placed strategically within the page flow, adding structure, framing content, and aiding discoverability.
AvivaPlus proposition proof-points, customer feedback, ratings and reviews feature as well as sticky navigation on desktop were incorporated into the design, reinforcing brand recognition. The design became the central pillar of the AvivaPlus campaign and established a unique position within the Aviva estate.
