New Aviva campaign underscores retirement security

Developed by BBDO Singapore, the work encourages Singaporean professionals aged 40 and above to carefully consider their future and positions Aviva’s new retirement plans as offering greater certainty through guaranteed returns.

Rolled out on 15 April, it spans TV, press, OOH, online media and the brand's corporate website as well as sales support at multiple distribution channels.

Kelly Eyre, senior manager of brand, direct and digital at Aviva Singapore, noted that retirement in today’s context is less about the dreams of tomorrow and more about action.

Safina Vig, Aviva regional account director at BBDO Singapore, meanwhile added that while many financial brands talk about the consumer’s dreams for the future, only a few truly show how they will help to achieve them.

“With a powerful proposition of guaranteed returns, we purposefully stayed away from talking about dreams and, instead, focused on proving that Aviva retirement plans make sense for long term financial planning in today’s uncertain world,” she added.

Surveys show that many Singaporeans believe that their Central Provident Fund, regular savings and investments will see them through their retirement life.

The rising cost of living and changing lifestyles create uncertainty as to whether this will be enough and the campaign sends the message that everyone needs a ‘simple, safe, sure’ plan to help them retire happily in an uncertain world.