Aviva Launches Social Media Campaign

Aviva has launched a social media campaign, “Magic Money,” to raise awareness among younger workers about the importance of making the most of their income with regard to saving for the future.

The company says a series of short film clips were shot on the streets and in the bars of Brighton and London. Magician Pete Hathway uses magic tricks with money as the central theme to bring home the savings message to a generation of workers.

Aviva says the films have been placed on the company's social media sites, including Facebook, with the aim of engaging and entertaining viewers around the idea that they can do more with their money, particularly in their workplace.

Aviva asserts the use of social media sites reflects its intention to reach a younger audience. With about half of the United Kingdom’s online population on Facebook, and one-fourth of these aged 25 to 34, the company is convinced social media is a relevant way of connecting with this age group.

The Magic Money campaign has been developed in collaboration with Aviva’s agency, Abbott Mead Vickers BBDO and Pretzel Production, and is running during a three-week period that began November 21.