Aviva offer a range of savings options available to everyone, each one is altered to suit every type of person. This encourages people to save because they know there will be a savings plan to suit them and/or their business or life style, so they don't have to feel afraid to save. Also the whole look and style of Aviva itself, clean, sophisticated, local and friendly makes people feel comfortable and like they are in safe hands when saving with Aviva. But so far, from what I've seen from their websites, they are aiming for a slightly older audience, they haven't really tried to appeal or even lean towards the younger audience (my age etc. which is about 14-20), they haven't offered anything for saving for things such as university or etc. so they haven't really made much effort on that front, but for the older generation (25 and over) they seem to really be trying. Like their adverts have older people in them, they haven't had a single advert with a younger person in it, as it were, so they don't really seem to even want to appeal to the younger people of this generation. To appeal to a certain groups and audiences, you would have that age group or things that appeal to them in your adverts. They offer things like Guarantees, investment bonds, ISAs, Base-Rate Trackers, with-profits investments etc. along with a wide range of insurances like life and car insurance. These types of insurance and things would not appeal or even attract the younger people, because they wouldn't need/or want it and they wouldn't be old enough to even start thinking about life insurance, they are definitely trying to appeal to the older audience By the look of the brand image, Aviva are leaning towards, perhaps the Norwich football colours, like Yellow and green, and the yellow stripe going the the right-ish center part is representing the Cathedral, but it is very much about Norwich.
