YOU ARE THE BIG PICTURE by AMV BBDO London for Aviva

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YOU ARE THE BIG PICTURE

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Industry Insurance
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Released October 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: AVIVA
Product/Service: INSURANCE
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Oct 1 2010
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Entry URL: http://www.youarethebigpicture.com/#/home
Media placement: OUTDOOR - SKY SCRAPERS - OCTOBER 2010
Media placement: OUTDOOR - RAILWAY STATIONS - OCTOBER 2010
Media placement: OUTDOOR - PUBLIC BUIDLINGS - OCTOBER 2010
Media placement: OUTDOOR - ART INSTALLATION - OCTOBER 2010
Media placement: ONLINE - YOU TUBE - OCTOBER 2010
Media placement: ONLINE - FACEBOOK - OCTOBER 2010
Media placement: ONLINE - AVIVA WEBSITE - OCTOBER 2010
Media placement: PRINT - NATIONAL NEWSPAPERS - OCTOBER 2010
Media placement: OUTDOOR - PROJECTIONS - OCTOBER 2010

Describe the brief/objective of the direct campaign.
You Are The Big Picture was a physical demonstration of Aviva’s commitment to putting people at the heart of everything they do.

Aimed at opinion-formers in financial centres, it focused on six key cities – London, Warsaw, Paris, Delhi, Mumbai and Singapore.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Almost overnight, giant portraits appeared on skyscrapers, public buildings, in train stations, and on specially-built art installations. This included an ambient ‘first’ – the largest photographic portrait in the world
A URL – youarethebigpicture.com – led to a website revealing the stories behind the pictures. These described interactions between Aviva customers and staff, where Aviva had gone above and beyond ordinary customer service. Each online visitor was then invited to upload their own self-portrait, to be projected as part of the project.

Explain why the creative execution was relevant to the product or service.
Over 60,000 portraits were uploaded and projected on giant sites around the world. Many participants took advantage of our Facebook film and YouTube Live Streaming schedule to tell their friends the exact time of their projection.

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.
There were 1.8 million online visits, 25,000 hours of YouTube Live were watched, and favourable consideration of Aviva among the target market exposed to the campaign rose by 14 percentage points (Source: ICM Tracker).