Aviva Promo, Case study YOU ARE THE BIG PICTURE by Blue Rubicon

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YOU ARE THE BIG PICTURE

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Industry Insurance
Media Promo & PR, Case study
Market United Kingdom
Agency Blue Rubicon
Director Samantha Shorten
Released September 2012

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: AVIVA
Product/Service: INSURANCE
Chief Executive Officer: Gordon Tempest-Hay (Blue Rubicon)
Director: Samantha Shorten (Blue Rubicon)
Associate Director: Carolyn Hammond (Blue Rubicon)
Creative Lead: Kev O'Sullivan (Blue Rubicon)
Senior Consultant: Jeremy Lucas (Blue Rubicon)
Senior Consultant: Fergus Campbell (Blue Rubicon)
Campaigns Consultant: Karin Robinson (Blue Rubicon)
Consultant: Veronica Rossini (Blue Rubicon)
Digital Consultant: Natasha Jacobs (Blue Rubicon)
Digital Consultant: Sarah Cook (Blue Rubicon)
Account Executive: Nicola Forsyth (Blue Rubicon)
Media placement: Press Release, Timelapse Videos (Giant Portraits Being Constructed) And Photogra - International, UK National And Regional, Business And Trade Media (Marketing, Pe - 4 October 2010
Media placement: Future Prosperity Panel Roundtable Debate At Somerset House, London - International And National Print, Online, Broadcast Media, Business Media, Blogs - 4 October 2010
Media placement: Tailored Features Packages (Generating Buzz Phase) - National, Regional, Trade Media, Social Media And Blogs, Lifestyle Media (E.g. P - 5 October 2010
Media placement: Shareable Video File Mocking Up Person's Photo On A Skyscraper - Social Media, Blogs, Facebook, YouTube - 5 October 2010
Media placement: Listings Press Release Announcing Projections/Pop Up Photo Studio Listings Relea - Listings, Lifestyle Media (Print And Online), Consumer Media Including Their Soc - 5 October 2010
Media placement: Competitions And Promotions To Promote Projections - National And Lifestyle Print And Online Media, Absolute Radio - 7 October 2010
Media placement: First Face Projection Press Release And Photography - National And Regional Media (Print, Online, Broadcast) - 18 October 2010
Media placement: Pop Up Photo Studio Public Event At National Theatre - National (Daily Mail), Listings, Lifestyle, Fashion, Arts Media, Blogs, Social M - 18 October 2010
Media placement: LIVE! Projection Events In London, Singapore, Mumbai - Lifestyle, Listings Media, Social Media - 18 October 2010
Media placement: India Projections Press Announcement - Asian Ex-Pat Media (Asian Voice), India National/Regional/Trade Media, Social Me - 1 November 2010

Summary of the Campaign
Want to be more than a policy number?

You are the Big Picture - Aviva’s first global brand campaign - marked the latest chapter in its commitment to putting people first.
It brought to life Aviva’s brand promise that 'no-one recognises you like Aviva' and aimed to make the insurance provider stand out from other financial services brands.

Our PR strategy introduced public participation, social media, corporate responsibility and industry leadership to the central marketing campaign and bound them to its core.

As Aviva displayed giant portraits of customers and employees throughout major cities to bring to life 'recognition', we gave thousands of people their own moment of fame.
We invited the public to donate a photo through social media channels, for a chance to have it projected on a huge scale in each of the campaign cities. Aviva gave £1 to charity for each photo uploaded.

Within two months we:

• Drove significant increases in brand consideration
• Created a moment of recognition for 54,000 people, selected from 59,000 photos
• Built an active Facebook community of 57,000 from a standing start
• Generated almost 300 pieces of positive media coverage.

The Situation
In 2009, Aviva bought its businesses together under one global brand: Aviva.

In 2010, with trust in the financial services sector at an all-time low, the challenge was to create leadership and differentiation for Aviva, and establish the insurer as a global brand known for putting its customers first.

The Goal
1) Create an innovative integrated campaign built around Aviva’s business strategy to put customers at the heart of its business, symbolic of its commitment to doing things differently – and use this to engage influencers and consumers.

2) Through PR, amplify the impact of the core marketing campaign and promote the global scale of Aviva.

The Strategy

Our PR strategy enabled Aviva not only to highlight a handful of exceptional people, but also recognise tens of thousands of people across the world - irrefutable customer commitment.

We added depth and substance to the core creative concept by inviting people to have their photo projected on a landmark building - their own moment of recognition. For each photo uploaded (via social media), Aviva donated £1 to charity - thus binding corporate responsibility and social media into the campaign's heart.

The PR strategy established a strong leadership platform on major financial issues. We created the Future Prosperity Panel comprised of leading thinkers, each bringing a different perspective to the savings debate. They convened in London on campaign launch day to debate and create a series of recommendations on changing attitudes to saving, which will be published in 2011.

PR amplified campaign impact and drove public participation through sustained coverage.

Execution
Controlled launch:
As giant portraits were unveiled, we achieved tightly-controlled coverage including The Guardian, The Times, Financial Times and 14 top bloggers.

We used the Future Prosperity Panel’s convention to position Aviva as a progressive leader – reflected in a full-page editorial in the Evening Standard.

Generating buzz
We then commenced broader media outreach to drive participation. We targeted audience groups likely to take an active interest, such as photography enthusiasts. Participation was online, so we prioritised online media and their outlets’ Facebook and Twitter presence.

Projection Week
Our flagship opportunity to create differentiation.
We: Created and promoted projection experiences. Our pop-up photography studio gave people the chance to have their portrait shot and projected onto London’s National Theatre.

Widespread coverage included: Time Out, GraziaDaily and leading Daily Mail fashion blog; Generated human-interest stories through a competition to be the first face projected; Ran daily LIVE! projection events.

Documented Results

Audience engagement:

- 54,000 photos projected
- 59,000 photos uploaded in under two months (vs National Geographic global photography competition – 30,000 uploads over six months)
- Built a Facebook community of 57,000 (vs AXA - 2,000)
- All 100 places at Pop Up Photography Studio filled
- 2,000 people participated in LIVE! events.

Amplifying impact:

- Almost 300 pieces of coverage - 52 million opportunities to see/hear (96% -mentioned projections, 84% global campaign, 82% youarethebigpicture.com, 67% had accompanying images);
- 99% of coverage positive/neutral
- 14 of the top100 most influential bloggers published positive testimonials.

Leadership and differentiation:

- Spontaneous brand awareness in the six cities rose by on average 4 percentage points
- Brand perception statements increased by 17% and resulted in an average +14% point shift in brand consideration, strongly correlated with market share growth
- Only financial services brand featured in Campaign magazine’s top 10 poster campaigns of 2010.