Brief
As pension freedoms shook the market like no other regulatory reforms before, the UK’s largest insurer wanted to be the first port of call for confused and curious retirees.
Challenges
Gain credibility in a chaotic sector by delivering confident messaging which went much deeper than product sell.
Work
Writing for a content rich hub, ‘Live Happier’, I delivered blog posts, emails and articles on and around retirement. This lifestyle offering positioned Aviva as knowledgeable, understanding and empathetic on all things pension related. I also wrote an email campaign to IFAs putting a business spin on things to position Live Happier as an ideal selling tool to clients.
