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Aviva's new global campaign allows people to be the Big Picture

By Surina Sayal , afaqs!, Mumbai | In OOH News | November 03, 2010
The campaign allows people to 'donate' their pictures on a website, which will be projected on buildings, thus reiterating Aviva's thought that it is not about the policies, but the people

Global insurance company Aviva has now brought its international campaign to India. The campaign, titled 'You are the Big Picture', commenced on October 4, after successful launches in London, Singapore, Warsaw and Paris.

The campaign puts Aviva's customers, employees and community at the heart of its business. The campaign will have four legs. To start off, landmark buildings in Mumbai and Delhi will be wrapped in Aviva's brand colours and with images of its global charity for children.

This is being carried out on the Trent Headquarters in BKC, Mumbai and the ABW Tower, IFCO Chowk, Gurgaon between November 1-December 31.

The second part will be a projection launch. One building in each city will be handed over to the public for their own moment of recognition - by having their photo projected onto giant screens. For the first 2,50,000 photos donated by members of the public (on www.youarethebigpicture.com), Aviva will contribute 1 or Rs 60 to Save the Children India, as part of Aviva's Street to School programme.

People can have eight seconds of fame here - before another person's picture comes on. Also, once someone donates their picture on the website, they will receive an update of what time and which date their picture will be up on the building. This activity will take place during November 15-21 at the Air India Building in Mumbai and at the Statesman House in Delhi.

Amanda Mackenzie, chief marketing officer, Aviva, says, "We know insurance isn't just about policies and pensions; it's about people. That's why we're making our customers the big picture, putting a spotlight on them and our people."

She adds that 'You are the Big Picture' tells the stories of how Aviva provided help and support to people when they needed it most. "Putting customers at the heart of everything, we do not only make sense for them, it makes good commercial sense, too," she says.

As part of the third leg, Aviva will build on the success of Aviva's Great Wall of Education 2009, which is a city wide book donation movement in Delhi and Mumbai, in November and December. The donated books will be handed over to underprivileged children to aid their education. Aviva's Great Wall of Education 2010 will take place from November 11-14 in Delhi and between December 2-5 in Mumbai.

The fourth and final part of the campaign will be the 'Future Prosperity Panel'. Aviva is looking at the big picture on the major global financial issues of tomorrow with the Future Prosperity Panel, comprising nine leading experts in behaviour change, economics and policy, in partnership with the Economist Intelligence Unit, which convened for the first time at the London launch in October 2010.

The panel will be chaired by Philip Coggan, capital markets editor, The Economist; and includes Rama Bijapurkar, leader in market strategy and consumer relation issues. The panel will take a different look at the role of individuals, business and policymakers in improving future global prosperity. By next year, a report on the same shall be launched.

Gaurav Rajput, associate director, marketing, Aviva India, tells afaqs!, "The initiative is in line with Aviva's brand promise of 'No one recognises you like Aviva'. At Aviva, our primary objective is to provide 'prosperity and peace of mind' to our customers. The global campaign celebrates the small human touches that we know can make a big difference to our customers, employees and the community."

The global campaign was conceptualised in the UK by the brand's agency, BBDO, along with Aviva. The company also plans to take this campaign to the US, after India.

The initiative and website are being promoted via print ads in publications such as The Times of India, Mint and The Economic Times. Outdoor will include hoardings and building wraps, while digital campaigns will drive traffic to the initiative.

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