Aviva Promo, Case study YOU ARE THE BIG PICTURE by AMV BBDO London

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YOU ARE THE BIG PICTURE

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Industry Insurance
Media Promo & PR, Case study
Market United Kingdom
Agency AMV BBDO London
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: AVIVA
Product/Service: INSURANCE
Agency: AMV.BBDO
Date of First Appearance: Oct 4 2010
Entrant Company: ZENITH OPTIMEDIA WORLDWIDE, London, UNITED KINGDOM
Entry URL: http://www.youarethebigpicture.com
Account Director: Rupert Dadak (ZENITHOPTIMEDIA)
Managing Director, Client Service: Tom Cijffers (ZENITHOPTIMEDIA)
Account Director: Jamie Baldock (AMV BBDO)
Board Account Director: Nick Parker (AMV BBDO)
Director of Global Brand: Luke Mugliston (AVIVA)
Brand Manager: Virginia Barnes (AVIVA)
Brand Manager: David Broom (AVIVA)
Brand Manager: Daniel Spall (AVIVA)
Associate Director: Carolyn Hammond (BLUE RUBICON)
Senior Consultant: Jeremy Lucas (BLUE RUBICON)
Planning Director: Dan Holliday (NOT ACTUAL SIZE)
Account Director: Joy Asibey (NOT ACTUAL SIZE)
Media placement: Print, Online & IPad - Financial Times - 4th October 2010
Media placement: Print & Online - The Economist, Economist.com - 4th October 2010
Media placement: Print - National Geographic - 15th October 2010
Media placement: Online - YouTube - 4th October 2010
Media placement: Online - Facebook - 4th October 2010
Media placement: OOH - Projection - National Theatre, London Projection - 18th October 2010
Media placement: OOH - Projection - Palace Of Culture, Warsaw Projection - 22nd October 2010
Media placement: OOH - Projection - Statesman House, Delhi Projection - 15th November 2010
Media placement: OOH Building Wrap - Suntec Towers, Singapore - 7th October 2010
Media placement: OOH Building Wrap - TrentHQ Building, Mumbai - 1st November 2010

Insights, Strategy & the Idea
Do you feel close to your insurance provider? Are you just another policy number? When it matters most you need your insurer to understand your individual circumstances.

Since the financial crisis, consumers lost confidence and having just migrated from a number of local brands to become ‘one AVIVA’, we needed to continue to raise AVIVA’s profile as a major, global and differentiated insurance brand.

We had to put people first and make it personal.

Where reputation and brand image is everything, we focused on an influencer audience, who exert a disproportionate effect in decision making, and sought to treat our audience as people first and business people second, demonstrating our recognition of them as individuals.

Our 2010 global brand campaign "You are the big picture" (YATBP) put real customers and employees at the heart of the campaign, establishing ownership of AVIVA's brand promise: 'no one recognises you like AVIVA’.

Creative Execution
YATBP makes people, rather than the company, the heroes and drivers of the campaign.

Putting customer recognition at centre stage, we challenged expectations about how financial service institutions communicate with influencers by using a non-traditional integrated campaign.

The journey:

1. We showcased AVIVA's commitment to customers through iconic buildings wrapped in portraits of their customers in key financial city districts. These were underpinned by online and print advertising that built on the emotive and compelling stories behind the portraits.
2. We distributed video content focusing on the story behind the story via Youtube, the campaign hub and display advertising.
3. We offered consumers the chance to be ‘recognised’ by AVIVA, inviting them to upload a photo, to Facebook and on the YATBP site, to be projected on one of five landmark buildings across the world. A donation to AVIVA’s Street to School CSR project was made for every photo uploaded.

Results and Effectiveness

Unlike other global brand campaigns our concept of recognition and making it personal had clearly resonated with influencers.

Brand perception statements increased by a massive 17% and resulted in an average +14% point shift in brand consideration, strongly correlated with market share growth in the insurance industry.

We created an overwhelming media stir with 300 pieces of press, TV and radio PR coverage in consumer and business targeted media.

From a standing start; we generated 57,141 Facebook fans in just 10 weeks!

54,000 photos were projected on landmark buildings and as a result €200k has been donated to charity.