Moving car insurance to a more likeable place

Aviva Puzzling Passengers

With the cost-of-living crisis hitting where it hurts and car insurance skyrocketing, the love for insurance companies had hit an all-time low. We needed to go on a bit of a charm offensive and make Aviva more likeable.


Thankfully, Aviva already have brilliant customer satisfaction and products to boot – and they can pretty much help with any car insurance conundrum – BUT there are some things that are simply beyond their control… passengers!

Aviva Puzzling passengers cinema launch

Our campaign gently poked fun at those slightly frustrating passenger habits that every driver has encountered at some point – from the serial station switchers to the out-of-tune vocalists.

Launching on social, and followed by radio and cinema, our quirky passenger behaviour campaign rolled its way across the UK, drawing grins and chuckles at every turn.

In the end, we clearly weren’t alone in our simmering frustrations with our nearest and dearest.

Our Puzzling Passengers campaign struck an empathetic chord with our audience who laughed along, smashing our view-through rate benchmark of 14.20% with a rate of 43.70%


Making Aviva all the more likeable, approachable – and firmly on the side of drivers everywhere.

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