THE GREAT WALL OF EDUCATION by BBDO Mumbai for Aviva

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THE GREAT WALL OF EDUCATION

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Industry Insurance
Media Direct marketing
Market India
Agency BBDO Mumbai
Creative Group Head Varun Goswami
Associate Creative Director Joy Sen Gupta
Executive Creative Director Sandipan Bhattacharyya, Manoj Deb
Copywriter Avinash Bajaj
Illustrator Gurdev Singh Sidhu
Print Production Manager Manoj Yogi
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: AVIVA LIFE INSURANCE
Product/Service: AVIVA STREET TO SCHOOL PROGRAM
Agency: BBDO INDIA
Date of First Appearance: Nov 11 2009 12:00AM
Entrant Company: BBDO INDIA, Gurgaon, INDIA
Copywriter: Avinash Bajaj (Bbdo India)
Creative Group Head: Varun Goswami (Bbdo India)
Associate Creative Director: Joy Sen Gupta (Bbdo India)
Executive Creative Director: Sandipan Bhattacharyya (Bbdo India)
Executive Creative Director: Manoj Deb (Bbdo India)
Chief Creative Officer: Josy Paul (Bbdo India)
Illustrator: Gurdev Singh (Bbdo India)
Vice President - Account Management: Renilson Joseph (Bbdo India)
Account Director: Shruti Narang (Bbdo India)
Print Production Manager: Manoj Yogi (Bbdo India)
Media placement: Print - Hindustan Times - 11/11/2009
Media placement: Outdoor - New Delhi & NCR - 10/11/2009
Media placement: TV - Headlines Today - 11/11/2009
Media placement: Radio - Fever 104 FM - 09/11/2009
Media placement: Internet - www.hindustantimes.com/bookwall - 09/11/2009

Describe the brief/objective of the direct campaign.
Brief: Help educate street children through the Aviva Street to School Program. Strategy: Everyone has old books that they never use. We wanted to urge them to put those old books to good use - for empowering a street child with education.

Explain why the creative execution was relevant to the product or service.
Aviva's platform in india is 'Education is Insurance'. And with its Street to School Program, Aviva helps guarantee it to every street child. Which is why we decided to build a great wall not with bricks, but with books. And a book is the greatest symbol of education.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to get people to build a monument, made out of the books they donated. We asked people not for their money, but one single old book that they could spare. These books would then be distributed to NGOs that conduct primary education classes for street children. We expected around 50,000 people to donate books over this 5 day activity.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Great Wall of Education is the largest book wall ever made anywhere in the world. In 5 days, the monument stood tall with over 130,000 books, donated by over 100,000 Indians. These books were used to educate over 170,000 underprivileged children. The activity generated a total PR of over 15 million Rupees with articles, TV news coverage, blogs, tweets, Facebook groups. The Ministry of Education, Government of India acknowledged Aviva's contribution to this cause and the Education Minister of India visited the site himself and offered them support in future endeavours.