The brand wants to help people think about how they can save money for the future.
Razorfish, which picked up the global digital account in September, has created a financial personality quiz on the Aviva website to kick start the campaign. At the end the user is given a superhero to describe their personality type.
A TV campaign, created by Adam & Eve/DDB, will launch on social media on 17 March and then on TV on 20 March. There will also be outdoor and radio activity.
The three-year campaign is part of the brand’s "good thinking" strategy, launched by Aviva in November last year.
Lindsay Forster, the UK and Ireland customer marketing director at Aviva, said: "This is quite a departure from our previous marketing campaigns which have primarily focussed on our motor insurance.
"We want people to recognise us as a key player in the savings, investments and pension arena, but more importantly we want to empower them to take control of their finances by encouraging them to examine their own behaviours and attitudes to spending and saving."