The Grand Plan

Establish Aviva as the World most trusted financial services provider

FORWARD THINKING

Audience sphere of influence

End User Consumers

IFAs/Brokers &Confident Investors

Intl. Business Influencers

Opinion is driven by the core ‘influencers’

Diverse but united by key factor

RecognitionSeeking

ObjectiveHighly

competitive

EgocentricGreat

Networkers

Financial Influencers

Knowledge is power.Sharing knowledge is the ultimate power.

Communications platform

GAIN TO SHARE. SHARE TO GAIN

Putting Aviva at the heart of the information exchange

Aviva as a knowledge platform

Three tiered communication

Knowledge sourcing

Knowledge imparting

When TimeTravelhubs

Where SourceBusiness

portals

How Platform Content

From vision to reality

Television: Strategy & Process

•Our objective• Create & control Aviva brand meaning by creating TV content

• Our solution

• Create amazing vignettes telling Forward thinking stories

• Invited Discovery, CNN and CNBC to pitch for business

• CNBC chosen:

• Strongest business knowledge platform

• Strongest ROI for airtime value

• Strongest experiential offering

• Overall challenger brand hunger

CNBC: co-branded online banners

Sent 1,902 visitors to Aviva.com

EXTRAS: 7x Print Teasers - 3x FT + 4x WSJE; 1 x European Business full page adWEF merchandise & branding;EBLA merchandise & branding

2400 x DVDs production, Online banners, Documentaries 30 minutes airings x 2

@

‘Extras’ valueestimated at £200k

Brand and Advertising Awareness increases as of March 1st

54% 55%

63%

18%

27%32%

0%

10%

20%

30%

40%

50%

60%

70%

Brand Awareness Ad Awareness

Source: Viewertrack March 06 Questions: Which of these brands have you heard of before? Please indicate which of the following brands you have seen advertised recently on television?

Brand awareness +17%Advertising awareness +78%

17%

17%

16%

7%

21%

20%

20%

13%

24%

24%

21%

14%

I am familiar with Avivaservices

A Leader in its field

A Forward thinkingcompany

Communicates well withits stakeholders

September December March

Some impressive brand value shifts

Thinking specifically about Aviva, how strongly do you agree with the following statements?Source: Viewertrack March 06

% of viewers who agree

Press & Digital

Press: Strategy & Process

•Our objective• Create & control Aviva brand meaning by creating press content

• Broadcast brand advertising message in Forward Thinking environments

• Our solution

• Commission advertorials from experts at WSJ and FT

• Economist, WSJ, FT, HBR for stature, critical mass in display advertising

• Use thought-leader, premium positions: leaders, Lex, Europe opinion

Wall Street Journal

• “Coming soon” and “day before” house-style ads in

editorial space (page 2) give body language of editorial

Robert J. WhiteAward-winning

Professor of neurosurgery,CASE Western University

Ray Kurzweil,Multiple-award winning

Pioneer of Artificial Intelligence

Christopher WillisBest selling author and Professor of Biology,

University of California at Berkeley

James HalperinBestselling

Science Fiction author

Somefeatured experts

Wall Street Journal

• Day after ads gave recap and pointed readers online

Financial Times

• Strong weekend product, more time spent reading meant

an occasional series on Saturday’s magazine

• Used world-renowned futurologist,

Jonathan Margolis, as author

FT magazine 12th November

FT magazine 10th December

Digital

Knowledge platform: ‘creating content’

WSJ microsite home page

WSJ article page

WSJ: online poll & discussion page

FT.com Microsite

FT.com opinion posting page

Economist – Microsite homepage

Economist: article

PDA

Microsites: visitor numbers

36,804

23,109

39,646

8,961

108,520 people spent on average 1 ½ minutes with Aviva

Online Mechanics

•Driving traffic to microsites• Co-branded ads and permanent text placements

WSJ: in situ

WSJ: permanent text link on home page

On-line research findings

Brand Awareness

There was a significant uplift for all metrics tested

Brand Perception

Brand AttributesOverall Respondents

Ctrl

...is involved in people and peoples' lives 11% +7.3*

...is forward thinking 10% +6.8*

...is imaginative 11% +3.8

...is trustworthy 10% +5.8*

...is optimistic 8% +7.2*

...is concerned for the common good 9% +3.1

Increases in brand attributes

Statistically significant increase between control and exposed group at a 90% confidence level

No significant impact at the 90% confidence level

Brand Awareness vs Industry

Below Average Average Above Average Excellent

Aided Brand Awareness

Online Advertising Awareness

Message Association

Brand Favourability

10.5

10.3

17.0

7.2

0% 20% 40% 60% 80% 100%

Highest brand favourability score ever in insurance category

Looking to the future

• Started the creation of ‘Forward Thinking’ content

• Used media owners to be the facilitators of this

• Supply an existing audience

• Helped with access to the ‘talent’

• Provided an editorial integrity

• Need to think about how we can expand and grow this

property

No limit to how far this can go

Publishing Broadcasting

Aviva starts producing Its own magazine

‘Forward Thinking’ lives beyond media owners

Ultimate branded content

Route to specific product messages/plans etc

Expand vignettes into programmes

Extended series

Reach a wider audience

Sell as content to other channels

Experience

Creation of ‘Forward Thinking

Foundation’

Grass roots thinking

University competition?

Nurturing talent

Intellectual ‘Lottery commission’