Aviva Print A BOOK'S SECOND LIFE by BBDO Mumbai

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A BOOK'S SECOND LIFE

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Industry Insurance
Media Print, Magazine & Newspaper
Market India
Agency BBDO Mumbai
Associate Creative Director Arjuna Gaur
Executive Creative Director Sandipan Bhattacharyya
Released November 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: AVIVA LIFE INSURANCE COMPANY INDIA
Product/Service: AVIVA STREET TO SCHOOL PROGRAM
Agency: BBDO INDIA
Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Sandipan Bhattacharyya (BBDO India)
Creative Team Leader: Bharat Khare (BBDO India)
Associate Creative Director: Arjuna Gaur (BBDO India)
Vice President: Rajesh Sikroria (BBDO Inda)
Account Director: Anupam Chauhan (BBDO India)
Associate Account Director: Kanika Lal (BBDO India)
Marketing Director: Gaurav Rajput (Aviva India)
AVP Marketing: Kshitij Jain (Aviva India)
Marketing Manager: Sai Narayan (Aviva India)
Media placement: TV Spot - NDTV, CNBC, CNN-IBN, Discovery Channel, Cartoon Network - 1 November 2011

Describe the objective of the promotion.
Aviva India wanted to appeal to every responsible Indian to donate a book to help educate an underprivileged child. For 3 years now, Aviva has been running the Great Wall of Education, an effort to collect donated books and build a book wall that stands for empowering street children with education. They wanted the book collection drive to be even bigger in 2011 and collect more books than ever before.

Describe how the promotion developed from concept to implementation.
Our idea was that every book can have a second life after you’re done reading it. We made a TV commercial shot from the point of view of an old book to highlight how it had brought joy and learning to its reader, but was now lying unused. It drove home the message that donating it would mean it could now give those amazing moments of learning to an underprivileged child. The commercial had a call to action from international cricket star Sachin Tendulkar. We chose TV as a medium for this activity as it would give us maximum reach.

Explain why the method of promotion was most relevant to the product or service.
Everyone has an old book lying at home, unused. The story of this old book becoming a perpetual source of joy and learning to many street children in a second life really resonated with the audience. Aviva in India has the communication tagline - Education is Insurance. So this idea around a book empowering kids with education was most appropriate for the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 1m Indians responded to the TVC and donated a book for spreading education. The donated books were collected and distributed in special schools with the help of Save the Children Foundation. The books helped educate over 2.5m children. Aviva India's TOM awareness scores went up to No.2 position during the period of the activity.