BRAND CAMPAIGN NEWS: Aviva opts for augmented reality in latest campaign

Aviva is bringing characters to life in its augmented reality campaign. It is designed to raise awareness of the insurance provider's product offering in the technology market.

The campaign, supported by marketing agency Balloon Dog, is targeted at insurance brokers and their customers. Recipients are encouraged to print out the marker and hold it up to a webcam, the paper will then come to life as an Aviva character dances on a logic keyboard.

Aviva are using digital channels- including social media, email, mobile and online advertising to promote the campaign. Steven Clarke, marketing consultant from Aviva Corporate Sales and Marketing, commented, "We have significantly enhanced our product offering in this dynamic sector, recognising the need to offer bespoke cover for the increasing number of businesses that rely on computerised and digital technology on a day-to-day basis."

The campaign coincides with news from Juniper Research revealing augmented reality is going to be a hot topic at this year's Mobile World Congress (MWC). According to the research company, "2011 is the year in which AR will hit the mobile mainstream." It quotes investment in the technology from companies like from Qualcomm and Samsung as the reason behind the expected increase in popularity.