Branded Life Insurance
Looking to provide unique value to Leafs & Raps fans, Aviva launched a team branded home and auto insurance policy. The policy allowed holders to access team branded experiences and products while allowing MLSE to share in the upside of policy sales when the annual guarantee was exceeded. The campaign was kicked off by a series of commercials starring Freddie Andersen, promising Freddie-level protection from Maple Leafs insurance provided by Aviva. The campaign was further popularized by advertisements on Raptors and Leafs’ social media and a ‘complete the quote’ contest by the Raptors.
THE PROBLEM
Aviva was experiencing a challenge in growing its market share in an increasingly crowded private insurance market.
THE ASK
Utilize the Leafs’ and Raptors’ fan base to sell insurance policies and differentiate Aviva from its competitors.
CREATIVE INSIGHT
Insurance represents safety and protection, the same way a goalkeeper does in hockey.
THE IDEA
Create a co-branded insurance policy featuring the Leafs and Raptors, that would let policyholders celebrate their fandom via exclusive experiences and products.
The
Results
THE Results
This is the power
of partnerships
