Aviva Promo, Case study GREAT WALL OF 1 MILLION BOOKS by BBDO Mumbai

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Industry Banking
Media Promo & PR, Case study
Market India
Agency BBDO Mumbai
Executive Creative Director Sandipan Bhattacharyya
Copywriter Avinash Bajaj
Account Supervisor Kanika Lal
Released August 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: AVIVA
Date of First Appearance: Aug 28 2010
Entrant Company: BBDO INDIA, Gurgaon, INDIA
Entry URL: http://www.educationisinsurance.com/aviva_gwt/index.aspx
Copywriter: Avinash Bajaj (BBDO)
Executive Creative Director: Sandipan Bhattacharyya (BBDO)
Chief Creative Officer: Josy Paul (BBDO)
Visualiser: Gurdev Singh (BBDO)
Account Director: Ranjeev Vij (BBDO)
Account Supervisor: Kanika Lal (BBDO)
Graphic Artist: Ganesh Kukreti (BBDO)
Media placement: Print - The Telegraph - 28.8.10
Media placement: Radio - 91.9 FM Friends - 25.8.10
Media placement: Outdoor - City Centre, Salt Lake - 25.8.10
Media placement: Live Installation - City Centre, Salt Lake - 09.9.10
Media placement: Web Microsite - Internet - 25.8.10

Insights, Strategy & the Idea
Aviva has a global charity program called 'Street to School', focussed at imparting education to the millions of underprivileged street children who can't afford it.

Insight: Educated Indians today understand the importance of education, but don't know how they can help spread literacy at the grass roots level. Everyone has old books they can spare for lesser privileged children who don't get to go to school.

Strategy: Get people to be part of a bigger movement where they're involved in spreading education among underprivileged children. Give them an avenue to make a difference.

Idea: We invited every concerned Indian to come together and build the World's largest book wall, made entirely with donated books. Books from the wall would be distributed among NGOs and schools for lesser privileged children.

It reinstated Aviva India's brand idea - Education is Insurance - as education alone could change the destiny of these children.

Creative Execution
Everyone wants to be a part of something bigger. It's an innate human desire and brings us together to achieve something greater. Our creative strategy was to give every concerned Indian a movement that he could belong to, and bring about a change in child literacy rates.

The idea was simple: Invite them to come and build the largest book wall the world had ever seen, with the books that they donate. An organic, living monument that stands for empowering every child with the right to education. Then use the collected books to impart education to them.

Appeals went out across 4 cities through newspapers, radio, outdoor and direct collection units. All requesting people to bring one single old book that they could add to this monument of education. NGO partners helped us distribute these books among schools for the lesser privileged.

Results and Effectiveness
In just 5 days, the largest wall across 4 cities grew to become 200 feet long and 9 feet tall! A total of 1.2 million books were collected.

These were used to educate 2.5 million children.

The campaign also generated a total PR Value of more than Rs. 40 million.

The online leg of the campaign received over 1 million unique hits as people went on to donate to this Wall through the Aviva Microsite as well.

The education minister cited it as an exemplary initiative and pledged his support for the cause.