The Aviva Community Fund

The Aviva Community Fund:  Aviva Canada


Aviva Canada is the Canadian arm of Aviva PLC, the world’s fifth largest insurance company. In a period of extreme financial stress and with brand development budgets being cut by 50%, Aviva’s marketing challenge was to maintain and build aided and unaided brand awareness for a fledging brand that had only ‘gone public’ in April 2008.

Aviva discovered a key consumer insight:  people want the stability of a large insurance company, but would only truly trust them if a connection was made at a local level.  In response, Aviva Canada launched the $500,000 Aviva Community Fund (ACF) in 2009, a crowdsourced competition that asked Canadians to submit an idea for positive change in their communities and vote for the winners.

Building upon positive response from the previous year, the ACF experience was re-architected based on user feedback to help communities get more for less effort.

Providing sharable assets that entrants could make their own reinforced the idea of community.  Aviva created templates for sharable banner ads, social media, and email and also provided social media tools and guides on how to speak to the press.

Idea creators exceeded expectations, using mediums from paid search, to craigslist ads, to contacting local newspapers, to having a promotional video on MTV Canada.

As a result, there were 447,443 registered program participants (+1,118% goal) and  2,154 ideas submitted (+538% goal). 74.9% of all program web traffic was a result of idea creators and their networks.  Eight ideas shared in $500,000. The campaign won a Silver Cause Marketing Halo Award in 2011 in the digital category.

Halo judges complimented Aviva for ensuring their large brand felt local to consumers by empowering community members to submit ideas to the campaign.  In addition, the toolbox of digital resources provided to entrants ensured a groundswell of participation across the country.

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