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December 19, 2011updated 13 Apr 2017 8:46am

Aviva turns to social media

UK insurer Aviva has taken this to heart with the launch of Magic Money, a campaign that uses social media such as Facebook to raise awareness among younger workers about the importance of starting to save early in their lives.

By LII editorial

If life insurers want to communicate with an audience of younger consumers they can no longer afford to ignore the power of social media.

UK insurer Aviva has taken this to heart with the launch of Magic Money, a campaign that uses social media such as Facebook to raise awareness among younger workers about the importance of starting to save early in their lives.

“This campaign has been developed to really entertain this younger audience of workers who are regular users of social media,” said Aviva’s head of brand Sue Helmont. “But our overall aim is a serious one. We want to get this younger generation thinking about ways they can make their money work for them in the future.”

The Magic Money campaign uses a series of short film clips shot on the streets and in the bars of Brighton and London. In the shots, magician Pete Hathway uses magic tricks with money as the central theme to bring home the savings message to young workers.

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