Mobile Marketing in the Wild: Aviva Mobile Ad Campaign
- Tuesday, January 21st, 2014
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Date: 21 January 2014
Location: A train platform, looking at the National Rail Live Departure Boards website
Campaign: Aviva Car Insurance
I’ve lost count of the number of times I’ve clicked on a mobile ad, only to be disappointed at where I ended up, so it was a pleasant surprise this morning – or at least, as pleasant as getting a quote for insurance can be – to be met with one that didn’t disappoint and actually gave a pretty good account of itself.
I was checking the National Rail Enquiries Live Departure Boards on my phone when I spotted a banner for Aviva car insurance. I clicked on the banner, to be met by a good-looking landing page with a large image and a couple of simple calls to action and offer screamers.
Clicking on the ‘Quote for one vehicle’ button took me through to a form to complete. This had big, hard to mishit buttons for my Title (Mr, Mrs, Miss etc). After that, it was a regular form-filling exercise, which is the only place where the campaign falls down slightly. Not forgetting the fact that all this data entry is taking place on a phone, Aviva simply asks for too much, including first name, last name, date of birth, marital status, postcode, email address, telephone number, the number of cars at my address, and my main employment type.
That looks like it, but then when you select the employment type box, you get two more, the first asking what you do for a living, the second asking for the type of industry you work in. All of these are compulsory.
This takes you to the next screen where there are more questions, including the approximate value of my vehicle, whether it has been modified, how many miles it will do this year, and where it is kept overnight. Then how do I use it and when would I like the cover to start. Then yet more questions about claims and driving history. By which point, probably like a lot of people, I gave up.
I assume most of this information is required to provide a quote, but surely, recognising the fact they have driven you to a mobile landing page, Aviva could invite you to simply give a mobile number so they can call you back and get the information off you verbally at a time of your choosing. In Aviva’s defence, there is a ‘Call Us’ button on each page, but I still feel more could be done to recognise the fact that the engagement is taking place on a mobile phone, where data entry is not as easy as on a PC.
So 10 out of 10 for the first half of the experience, probably a 7 for the second.