Aviva
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Transcript of Aviva
The Grand Plan
Establish Aviva as the World most trusted financial services provider
FORWARD THINKING
Audience sphere of influence
End User Consumers
IFAs/Brokers &Confident Investors
Intl. Business Influencers
Opinion is driven by the core ‘influencers’
Diverse but united by key factor
RecognitionSeeking
ObjectiveHighly
competitive
EgocentricGreat
Networkers
Financial Influencers
Knowledge is power.Sharing knowledge is the ultimate power.
Communications platform
GAIN TO SHARE. SHARE TO GAIN
Putting Aviva at the heart of the information exchange
Aviva as a knowledge platform
Three tiered communication
Knowledge sourcing
Knowledge imparting
When TimeTravelhubs
Where SourceBusiness
portals
How Platform Content
From vision to reality
Television: Strategy & Process
•Our objective• Create & control Aviva brand meaning by creating TV content
• Our solution
• Create amazing vignettes telling Forward thinking stories
• Invited Discovery, CNN and CNBC to pitch for business
• CNBC chosen:
• Strongest business knowledge platform
• Strongest ROI for airtime value
• Strongest experiential offering
• Overall challenger brand hunger
CNBC: co-branded online banners
Sent 1,902 visitors to Aviva.com
EXTRAS: 7x Print Teasers - 3x FT + 4x WSJE; 1 x European Business full page adWEF merchandise & branding;EBLA merchandise & branding
2400 x DVDs production, Online banners, Documentaries 30 minutes airings x 2
@
‘Extras’ valueestimated at £200k
Brand and Advertising Awareness increases as of March 1st
54% 55%
63%
18%
27%32%
0%
10%
20%
30%
40%
50%
60%
70%
Brand Awareness Ad Awareness
Source: Viewertrack March 06 Questions: Which of these brands have you heard of before? Please indicate which of the following brands you have seen advertised recently on television?
Brand awareness +17%Advertising awareness +78%
17%
17%
16%
7%
21%
20%
20%
13%
24%
24%
21%
14%
I am familiar with Avivaservices
A Leader in its field
A Forward thinkingcompany
Communicates well withits stakeholders
September December March
Some impressive brand value shifts
Thinking specifically about Aviva, how strongly do you agree with the following statements?Source: Viewertrack March 06
% of viewers who agree
Press & Digital
Press: Strategy & Process
•Our objective• Create & control Aviva brand meaning by creating press content
• Broadcast brand advertising message in Forward Thinking environments
• Our solution
• Commission advertorials from experts at WSJ and FT
• Economist, WSJ, FT, HBR for stature, critical mass in display advertising
• Use thought-leader, premium positions: leaders, Lex, Europe opinion
Wall Street Journal
• “Coming soon” and “day before” house-style ads in
editorial space (page 2) give body language of editorial
Robert J. WhiteAward-winning
Professor of neurosurgery,CASE Western University
Ray Kurzweil,Multiple-award winning
Pioneer of Artificial Intelligence
Christopher WillisBest selling author and Professor of Biology,
University of California at Berkeley
James HalperinBestselling
Science Fiction author
Somefeatured experts
Wall Street Journal
• Day after ads gave recap and pointed readers online
Financial Times
• Strong weekend product, more time spent reading meant
an occasional series on Saturday’s magazine
• Used world-renowned futurologist,
Jonathan Margolis, as author
FT magazine 12th November
FT magazine 10th December
Digital
Knowledge platform: ‘creating content’
WSJ microsite home page
WSJ article page
WSJ: online poll & discussion page
FT.com Microsite
FT.com opinion posting page
Economist – Microsite homepage
Economist: article
PDA
Microsites: visitor numbers
36,804
23,109
39,646
8,961
108,520 people spent on average 1 ½ minutes with Aviva
Online Mechanics
•Driving traffic to microsites• Co-branded ads and permanent text placements
WSJ: in situ
WSJ: permanent text link on home page
On-line research findings
Brand Awareness
There was a significant uplift for all metrics tested
Brand Perception
Brand AttributesOverall Respondents
Ctrl
...is involved in people and peoples' lives 11% +7.3*
...is forward thinking 10% +6.8*
...is imaginative 11% +3.8
...is trustworthy 10% +5.8*
...is optimistic 8% +7.2*
...is concerned for the common good 9% +3.1
Increases in brand attributes
Statistically significant increase between control and exposed group at a 90% confidence level
No significant impact at the 90% confidence level
Brand Awareness vs Industry
Below Average Average Above Average Excellent
Aided Brand Awareness
Online Advertising Awareness
Message Association
Brand Favourability
10.5
10.3
17.0
7.2
0% 20% 40% 60% 80% 100%
Highest brand favourability score ever in insurance category
Looking to the future
• Started the creation of ‘Forward Thinking’ content
• Used media owners to be the facilitators of this
• Supply an existing audience
• Helped with access to the ‘talent’
• Provided an editorial integrity
• Need to think about how we can expand and grow this
property
No limit to how far this can go
Publishing Broadcasting
Aviva starts producing Its own magazine
‘Forward Thinking’ lives beyond media owners
Ultimate branded content
Route to specific product messages/plans etc
Expand vignettes into programmes
Extended series
Reach a wider audience
Sell as content to other channels
Experience
Creation of ‘Forward Thinking
Foundation’
Grass roots thinking
University competition?
Nurturing talent
Intellectual ‘Lottery commission’