Aviva has launched its first global brand campaign today – ‘You are the big picture’ which is designed to demonstrate the company’s commitment to putting customers at the centre of its business.
As part of the campaign, landmark buildings in six cities around the world – London, Paris, Warsaw, Singapore, Delhi and Mumbai – are being wrapped in portraits of Aviva customers, employees and partners. One building in each city will be handed over to the public with their photos being projected onto giant screens.
The campaign kicked off today in London, Warsaw, Paris and Singapore, while Delhi and Mumbai will follow in a month. Buildings such as Sea Containers House and The National Theatre in London and the CNIT building in Paris will be wrapped with simple images of people.
“We know insurance isn’t just about policies and pensions; it’s about people,” said Amanda Mackenzie, Aviva’s chief marketing officer. “That’s why we’re making our customers the big picture, putting a spotlight on them and our people. ‘You are the Big Picture’ tells the stories of how we’ve provided help and support to people when they needed it most. Putting customers at the heart of everything we do not only makes sense for them, it makes good commercial sense too.”
The campaign has a digital and social media component, with people around the world being invited to upload their photos at www.youarethebigpicture.com or via www.facebook.com/aviva. They will then have the opportunity to have their photo projected onto one of the buildings in the participating cities.
For the first 250,000 photos uploaded by members of the public, Aviva will donate £1 to Save the Children as part of its global Street to School programme.
The ad campaign was created by Abbot Mead Vickers. Activity will include wall wraps, digital 6-sheets, Transvision and 6-sheets in major stations.
Pictured: One of the campaign images on the Intercontinental Hotel in Warsaw