Tell Us Your Story.
All Aviva’s creative work to date has used customer advocacy to evidence their brand promise and it is this advocacy which lies at the heart of this campaign.
All Aviva’s creative work to date has used customer advocacy to evidence their brand promise and it is this advocacy which lies at the heart of this campaign.
The ‘Tell Us Your Story’ campaign used real life examples of individual stories to illustrate Aviva’s customer commitment over the past year – but with a twist! Aviva gave people the opportunity to recognise and reward others who have made a positive impact on their lives or in their community over the past year.
At the heart of the campaign was the microsite, an online hub for consumers and members of the public to nominate their local heroes. Weekly prizes of £1,000 were awarded as a result of votes made by visitors to the site for the local hero that captured their heart. Doreen, who dedicated her life to teaching children to swim, was chosen as the overall winner by a celebrity judging panel and won the holiday of a lifetime worth £10,000. For every story on the site Aviva also donated £1 to their nominated charity Street to School.
The site was built to Aviva’s tertiary brand guidelines which allowed creative flexibility to create an engaging, attractive site whilst ensuring the key brand elements were in place. Clear signposting and an easy to use story entry form, supported by emails to notify visitors of their story being published ensured ease of engagement and involvement with the campaign.
Aviva’s Tell Us Your Story was an integrated digital campaign, the microsite was supported by online advertising and rich media, with accompanying social media and digital seeding elements to drive visitors to the site and raise brand awareness.
The use of social media, Twitter and Facebook, was a new avenue for Aviva and the social media channels were successfully used to spread awareness of the campaign without introducing management overhead to the client.
The standard online advertising ran from 7th June to 4th July and 3 homepage takeovers on AOL, MSN and Yahoo Mail on the 17th, 22nd and 24th June used a ‘claymation’ rich media execution.
Finally blog seeding was also used to build advocacy and awareness. The blogs proved very successful with 27 blogs featuring the campaign and generating very positive comments from their readers.
The campaign was extremely successful, exceeding all targets.
“We are absolutely delighted with the work. It has exceeded our expectations and taken the brand into an exciting and engaging space. The team were extremely responsive to our tight timescales and did not let this hinder their creativity. Their inclusion of quirky icons and social media widgets has contributed to our steps on to the social media scene. We wanted a site to be proud of and which presented the business in a different way. We’ve been given these results and we are very grateful the agency came on board to deliver the digital aspect of the campaign.”
Caroline Moorey
Brand Campaign Manager
Aviva Brand UK
