Digital Creative Director
Jamie Lillywhite
The brief
The UK population are in a savings crisis. According to the DWP, half of households have less than £1,000 in savings. As a population, we’ve disconnected from the importance of providing for our future.
Aviva and SapientRazorfish aim to challenge the industry status quo and help people on their first steps towards financial ‘good thinking’. This strategically-led approach, developed collaboratively, seeks to evolve and accelerate a global digital customer experience that focuses on customer insights, genuinely supportive content and innovative products.
The creative idea
Are you Captain Savvy or a Daydream Believer - meet the savings superheroes
How do you creatively engage an apathetic audience? With strategically-led and creatively inspiring content, so the overall customer experience is truly enhanced.
SapientRazorfish created ten ‘superheroes’ to encourage a playful exploration of savings habits in a non-pressured way. By answering some friendly and accessible questions, participants discovered their ‘savings superhero’. Each character detailed their savings super powers, as well as their nemesis and weaknesses. It also gave a recommendation to help them change their savings behaviour.
Awards
Digital Impact Awards
Title: AVIVA – SaveSmarter
Category: Best Use of Digital – Financial
Prize: Bronze
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