For Straight Answers on Insurance � Aviva is the Solution

Company continues their mission to change insurance with a new campaign and innovative web tool

October 20, 2008 (Toronto, ON) � Aviva Canada Inc., one of the country�s largest home, auto and business insurance groups, announced today that it has launched the second leg of a brand positioning and integrated business approach aimed at providing Canadians with a forum to ask the tough questions and get “straight answers” on insurance.

According to a recent survey, the majority of Canadians (58%) believe that insurers make insurance difficult for the average person to understand and that they are always looking for ways to raise premium rates.

“Aviva is on a mission to change insurance in Canada,” said Paul Fletcher, Senior Vice President, Brand Marketing, Aviva Canada Inc. “Our customers have told us that the insurance industry needs to improve in order to better meet their needs. In short, the industry needs to become less complex and more user-friendly.”

In an effort to bring transparency to insurance in Canada, Aviva launched an innovative marketing campaign including a new web tool and social media site designed to bring simplicity and clarity to the sector. The new web tool can be found at � � and provides Canadians with a forum to ask questions and get a clear, concise response.

Referrals from family and friends, as well as advice from insurance brokers have always been important factors in Canadians� decisions on insurance. However, consumers are increasingly turning to web-based tools and social networks to ask questions, get ideas and share views. As more and more Canadians use the web site, the number of answers will increase, ensuring the content is continually evolving based on the information they want to know.

“The launch of is a direct result of customer feedback and our unique, straightforward and honest business approach is based on our new consumer promise � �Let�s Change Insurance�,” Fletcher continued.

The campaign will also be supported by the continuation of Aviva�s humorous look at the insurance industry that started in April. The springtime campaign depicted individuals expressing their insurance frustrations through encouraging insurance company employees to antagonize a group of tigers and swim with a school of sharks. The new wave of television ads emphasizes the need for clarity and providing straight answers. Out-of-home advertising in the form of billboards and bus shelters will also support the campaign.

The web site also supports a downloadable widget that independent Aviva insurance brokers can brand and incorporate into their own sites. The widget provides brokers with an online tool to answer their existing customers� questions, as well as attract new clients through a new innovative medium. A mini-version of, the widget comes with over 120 pre-seeded questions and is updated regularly as more answers evolve from the main web page.

“Our research clearly shows that Canadians want the insurance industry to change and we�ve taken the message to heart � it impacts everything we do,” concluded Mr. Fletcher. “We�ve worked hard to develop new web-based tools that consumers and brokers can use to engage with each other and set the record straight once and for all. is a key step forward in our goal to change insurance.”

About Aviva Canada Inc.

Aviva Canada Inc. is one of the leading Property and Casualty insurance groups in Canada, providing home, automobile and business insurance to more than three million customers. Our group of companies has more than 3,200 employees, 40 locations and more than 3,000 independent broker partners. Aviva Canada Inc.’s products and services are delivered across the country through its operating entities: Aviva Pilot; Aviva Traders; Aviva Elite; Aviva Scottish & York; Aviva Insurance Company of Canada; and S&Y Insurance Company.