Aviva | confrex UK

AVIVA PENSIONS UK CONFERENCE

The Brief:

Aviva challenged us to do something truly different: to bring to life the emotional storytelling of their TV advert — Generational Change and Financial Inclusion in the Workplace — and translate it into a live, immersive exhibition experience.

At the heart of the advert is Gino’s (or Gina’s) restaurant, a warm, familiar setting that symbolises life, work, family and financial pressures evolving over time. Aviva wanted delegates to feel the same emotional connection they experience at home watching the advert — but this time, step inside it.

The stand needed to:

Spark emotional connection, not just product awareness
Reframe the conversation around financial wellbeing, moving beyond pensions alone
Highlight the critical role of employers, advisers and trustees in supporting employees throughout their entire working life — from first job to retirement
Encourage open, human conversations about money, without judgement or pressure

Crucially, the experience had to be sensitive, inclusive and welcoming — acknowledging that financial wellbeing affects everyone, regardless of income level.

The Experience Vision

Rather than a traditional exhibition stand, Aviva wanted to create a living, breathing environment — one that felt authentic, familiar and human.

The goal was simple but powerful:

If people feel comfortable, they will talk. And if they talk, they will engage.

Delegates were invited to:

Sit, eat and talk — just as you would in a neighbourhood restaurant
Observe the bustle of the exhibition floor from an outdoor seating area, mirroring the restaurant’s street-side setting

Experience an intergenerational workplace, with staff of different ages serving and hosting — reflecting Aviva’s commitment to supporting people at every life stage

6m x 8m

Size

Manchester Central Convention Complex

Venue

Manchester

City

The Design & Build

We meticulously recreated Gino’s / Gina’s restaurant within a 6m x 8m exhibition footprint, capturing both the interior and exterior seating areas seen in the TV advert.

Positioned at the entrance to the hall, accuracy and attention to detail were critical. Every element — from the restaurant façade and pillars to the iconic yellow bike outside — was carefully placed to ensure immediate recognition and emotional impact.

Exterior & Arrival

The stand frontage replicated the restaurant exterior exactly as seen on screen, instantly stopping delegates in their tracks. The outdoor seating area invited passers-by to pause, sit and observe the flow of the exhibition — recreating the same street-side atmosphere from the advert.

Interior Experience

Inside, the space balanced visual authenticity with practical functionality. While maintaining the exact look and feel of the TV set, we cleverly integrated:

Two seated dining tables for relaxed conversations
A central bar area for hosting
A fully functional kitchen discreetly positioned to the rear

Live Hospitality as Engagement

To truly bring the story to life, the kitchen was designed to serve stone-baked pizzas live on the stand, echoing the advert’s narrative. Built at a reduced height of 1200mm, it allowed:

Clear visibility and interaction
A dedicated 2m x 1m takeaway service point at the rear corner of the stand

This clever addition extended Aviva’s brand presence beyond the stand itself, with branded pizza boxes travelling across the exhibition hall — a subtle but highly effective form of organic brand amplification.

The Result

The stand became far more than an exhibition space — it became a destination.

Delegates stayed longer, engaged deeper and felt genuinely welcomed
Conversations shifted naturally from pensions to holistic financial wellbeing
The restaurant setting removed formality, encouraging honest, meaningful discussions
Aviva’s message — that financial wellbeing is about life, not just money — landed with clarity and warmth

By recreating a familiar, emotionally resonant environment, Aviva successfully transformed a complex subject into something human, accessible and memorable — proving that when storytelling meets immersive design, the impact is powerful.

Stand Features

Hanging Banner With Living Plants Feature Lightboxes Bespoke Bar With Living Top Water Feature Mix of Modular & bespoke Timber Build Touch Screen Totem 3D Halo Illuminated Logos LED Screen Massage Experience Semi-Private Meeting Space Festoon Lighting Lockable Storage Living Grass Floor & Walls 55 TV’s Inbuilt Sink & Tap