Dear Aviva

Aviva_logoDear Aviva,

Thank you for The Aviva Drive App Challenge…you’ve given us game changing innovation that’s a killer manifestation of a global brand vision and strategy. For a proponent of vision-led innovation like me, this is the stuff of dreams.

10/10 Aviva.

  • An innovation with that much sought after but rarely delivered Triple-Win of benefits: The Consumer Benefit (lower insurance premiums); The Brand Benefit (consumers now have a genuine reason to choose Aviva over the other 1000 brands that the comparison websites spit out); The Societal Benefit (safer roads)
  • An innovation that not only is a wonderful demonstration of your new global Good Thinking brand strategy / vision, but also has the potential to radically disrupt the car insurance category – for the better
  • An innovation that harnesses technology for a genuine consumer benefit – for real people in the real world as opposed to the 1% / early adopters who usually get this stuff

And what an execution – I love it. I really love it.

Malki’s line “I know I’ve got to prove myself now to win this competition” is beautifully reminiscent of what we hear on the Saturday night TV talent shows. Memory structures = tapped. Nice.

Cannot wait for the next installment, in which I anticipate and hope that you’ll communicate some more of the functional features of the proposition – i.e. “Aviva Drive is a free app that monitors your driving skills. Once you’ve driven 200 miles, you’ll get an individual driving score out of 10. Safer drivers scoring 7.1 or more could save an average of £150 on Aviva comprehensive car insurance – a saving which could be achieved by 44% of them”

Thank you again Aviva.

Ned

PS – And thank you for your Press Release – everything spelt, with perfect clarity, in less than a page. Lovely.

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