This paper shows how Aviva set its own communications the toughest possible challenge and prospered as a result. No other financial services company had created a single campaign idea that worked as effectively in both the rough and tumble of direct insurance and the sedate tranquillity of life and pensions. The ‘Chameleon’ campaign comprised of a set of customer characters brought to life by Paul Whitehouse, each expressing how Aviva had recognised what really mattered to them. It generated halo effects from Life to Direct Insurance, creating £39m in media efficiencies and overall revenue marketing payback of £8.1 for every £1 spent