The campaign 'You are the Big Picture' puts real customers and employees at the heart of the campaign across Europe, demonstrating Aviva’s brand promise – "no one recognises you like Aviva".

While the campaign looked and felt consumer focused, we needed to seek out financial opinion formers and grab their attention. The customer stories were at the heart of our engagement strategy and we focused on bringing these unique customer stories to life.London holds the greatest concentration of financial opinion formers in Europe so we chose London for the ultimate showcase of Aviva’s interest in its customers. Using cross platform media partnerships we closely targeted opinion formers and invited them and Aviva customers to submit photos through Facebook for the ultimate recognition - projection on London’s National Theatre, creating both unique and impactful awareness.We also partnered with TIME’s ‘person of the year’ award targeting opinion formers by focusing on content about people, not business.

We aimed to effectively reach the international opinion former audience with a consumer centric campaign that delivered impact and drove brand recommendation.

We succeeded:•‘Reputation for looking after customers’ increased by 36%•Brand Consideration increased by 32%•Brand Recommendation increased by 30%•We smashed the campaign target and delivered 59,000 photo uploads which were projected on National Theatre Source: ICM - Post campaign studies amongst financial opinion formers