Channels  
Client Aviva
Agency Seven
Title Aviva Wellbeing
The Brief

To produce a customer magazine and bi-monthly health e-zine to promote insurer Aviva's health and wellbeing expertise and show value for money to customers.

The Challenge

To reposition Aviva as a leading health and wellbeing provider with health expertise, rather than just an insurance provider.

To enhance the customer experience, so they become Aviva advocates.

Editorial Response

Seven's answer was to create a joined-up, content-rich strategy to boost customer retention.

Your Wellbeing achieves its objectives through Seven's understanding of the brand, the customer, the product and the specialist subject. We ensure the content is pertinent, covering the medical conditions our readers are most concerned about and likely to claim for. We explain causes, symptoms and treatments in appropriate language. Our customer case studies are authentic and honestly portray the medical and claim experience.

Your Wellbeing Magazine

The bi-annual 48-page health magazine is posted to Aviva's healthcare customers, who are well educated and are often retired.

Your Wellbeing is honest and insightful. The content does not shy away from tricky or 'embarrassing' topics, and balances factual pieces with absorbing and revealing customer case studies that demystify the claims experience. Many readers keep pages for future reference and pass on selected features to family and friends.

The magazine's effectiveness is measured via a reader survey in each issue and using the NPS tracker survey.

Your Wellbeing E-zine

The Your Wellbeing bi-monthly e-zine, developed following insight into Aviva customers' growing preference to receive information and engage through digital channels, builds on the popularity of the print magazine. The ezine has been designed to appeal to time-poor audiences and provides tailored content and offers that meet customers' interests through a cost-effective channel. Bi-monthly broadcasts provide a significant increase in touch points across a policy lifecycle.

The e-zine contains exclusive health-related editorial features, health news linking to Aviva's health site, prize draws, quizes, survey reports and details of policy benefits available to customers.

Each e-zine is segmented to the readers' needs, providing a targeted communication channel for other Aviva group products, GP helpline, MyHealthCounts, and Aviva Deals, driving traffic to online content where relevant.

Combining Aviva customer data with data from third-party service provider, Road to Health, allows the delivery of personalised and segmented calls to action for the MyHealthCounts product, allowing policyholders to earn discounts by making health-improving lifestyle changes.

Results

Nominated for the APA's Best Finance title 2010.

Nominated for Best Health and Beauty title at the Digital Magazine Awards 2011.

Your Wellbeing Magazine

There's no doubt that Your Wellbeing magazine is an unequivocal success with the readers, with 97% of the magazine's reader survey respondents consistently rating it as either ‘good' or ‘excellent', and the net promoter score proves that its recipients are more likely to recommend Aviva than those who don't receive Your Wellbeing.

Your Wellbeing E-zine

Results have shown original editorial content specifically created for an email audience sees an uplift in response and engagement metrics such as click-through and dwell times.

The success of Your Wellbeing e-zine is measured by click-through rates and dwell times, which has seen great results so far, since launch.

Average unique open rate sits at over 40% (the industry standard for ‘health and fitness' emails is 21%**).

*Aviva magazine survey results

**Mail Chimp email marketing research 2011


Agency Website: www.seven.co.uk



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