Case Study

The 1day campaign was launched to the broker community during the month of June 2010 to raise awareness and help raise money for Aviva’s corporate responsibility programme, Street to School. The 1day campaign involved a number of donation levels including 1 per cent of new and retained business throughout the month of June 2010 being donated to Railway Children, a charity supported by the Street to School initiative. 

The aim of this campaign, which also marked the first year of Aviva, was to raise awareness and create engagement with the broking community. Aviva also wanted to demonstrate that they were a company that is serious about helping and contributing towards charitable organisations.

Aviva created a microsite, which gave information on the Street to School initiative and the 1day campaign being created in the broker space to support it. They also developed a recognition wall where brokers could register for a brick  which saw Aviva donate £10 on their behalf to Railway  Children -  their name and company were then written on a brick and displayed on the wall. The last means of donating was the personal donations option, which was a direct link to the Railway Children donations page.

Soup Digital created a weekly email campaign that ran during May and June for six weeks. The emails were used to raise awareness amongst brokers of the campaign and provide ongoing motivation and reminders that all Aviva sales in June would contribute to the donation to Street to School. The emails also featured clear calls to action to sign up to the recognition wall on the site, for everyone who claimed a brick on the wall Aviva donated £10 to the Railway Children. 

The emails drove brokers to the microsite, also designed by Soup, where as well as signing up to the recognition wall they could discover more about the Railway Children and Aviva’s Street to School programme through video and other content on the site. For example, learning about Aviva’s Sleep Out night where employees from ten Aviva offices round the country slept outside their offices to help draw attention to the issue of child homelessness.

Aviva were delighted with the success of the campaign. The brokers' awareness and attitude towards the campaign were tracked by Prism scores. The results showed that there was a clear increase in awareness of Aviva's chosen charity and and that it resulted in increased favourability towards Aviva. 926 brokers signed up to the recognition wall, donating £9,260. Aviva’s target was to raise £80,000 for the Railway Children and the total amount raised reached £110,236.