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3 That was then, this is now 1.4 You are the big picture 1.5 Street to School 1.6 Railway Children 1.7 Objective of the campaign 1.8 Competitors 1.9 A hard hitting campaign 3 3 3 4 4 4 5 6 6 6
2. Visual Board 3. Objectives 3.1 Justification 4. Target Audience 5. Creative Strategy & Execution 5.1 Creative Strategy 5.2 Campaign Message 5.3 The Creative 5.4 Creative Justification 6. Marketing Communication Mix 7. Evaluation 7.1 Evaluating the methodology 7.2.1 Stage 1: Pre-Testing 6.2.2 Stage 2: Rolling Evaluation 6.2.3 Stage 3: Post Campaign Evaluation 8. References 9. Appendices 10. Contact Reports
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1 200 year old brand to disappear In 2000. Norwich Union merged with CGU plc (Commercial Union and General Accident) to form CGNU plc. Sheffield. Norwich Union. 2008) During the crisis period. This consequently overlapped in United Kingdom market and resulted into the credit crisis. life as well as health insurance. Being a huge global company.1 A bit of history After dominating the European market for almost 200 years. (BBC News. the company also provides services in savings and investments and draws out pension and retirement plans for its customers.Situation Analysis Established in 1797. Norwich Union was a company that started by offering insurance against the risk of fire. "The shortage of credit has reduced the number of buyers and property assets are taking longer to sell. Birmingham.800 jobs from the economic downturn in 2010. 2 . 2009) 1.´ (BBC News. 2008) Norwich Union grew over the years and extended its services to motor. currently recognized as Aviva. (BBC News. It has come a long way since its inception in 1797. which was initiated in the United States where the banks gave high-risk loans to people with poor credit histories. "Trading conditions have been tight and it's taking longer to sell properties at an acceptable price. 1. Liverpool. (BBC News. He further added. the brand could finally recover and compete in international markets. and was rebranded as Aviva in 2002. 2008) Cities such as Glasgow. Norwich Union was badly hit in the year 2008 because of the global economic crisis. Along with these insurance services. Norwich Union had to cut 1. ( BBC News. The management believed that with a single identity known as µAviva¶.2 Restructuring meant job losses However as a result of restructuring." quoted a Norwich Union spokesman. the firm had over 60% of the group¶s business outside the United Kingdom. Most analysts believe that the issue was the current credit crisis in the sub-prime mortgage business. has to be dropped for customer perception to change. Norwich Union being one of the major financial institutions was hit increasingly hard.1. mainly because of the slump in commercial property prices. Bristol and Southampton were affected and this caused an alarming rise in unemployment figures.1. 2008) Hence in most countries outside the United Kingdom Norwich Union was already known as Aviva. is currently the market leader in providing life and pension products all across Europe 1. Norwich Union. home. Leeds. there was a formal statement made by the company that the old brand.
we'll champion the needs of street children and encourage them back into school or training programmes. 2011) Therefore as Aviva is a huge donor to the campaign. this is now From the point of restructuring.1. Aviva donated £1 to the µSave the children¶ charity to move the children from the streets to the schools. 2011) This led to the launch of the Street to School program in 2009. which raises awareness of this global issue and provides support for children living and working on the streets in order to get them back into training or education. Aviva has now managed to generate a massive portfolio in terms of work force and also its customers all across the globe. A dedicated website where 3 . financial illiteracy and helping in improving life trauma of people. keeping the spirit of Aviva¶s corporate vision of 'prosperity and peace of mind'. 2011) The central focus of Aviva¶s charitable venture has been children and it thereby formed partnership with leading charitable organizations to meet the living needs of children who have run and are homeless and are currently dwelling on the streets. it has formed its own United Kingdom corporate project called µYou are the big picture¶. 2010) Both the organizations have combined to make a difference in the future of the younger generation.2 That was then. till today.3 µYou are the big picture ¶ The µbig picture¶ campaign was initiated as a part of the Street to School program for the charity organization µSave the Children¶. Street to School. An interesting theme was taken forward where people were asked to donate their pictures in the cause to show their support and for every successful picture donated. with the backing of this portfolio they have invested their time and resources into many charitable ventures like education. ³Aviva recognizes that every child living or working on the streets has the right to fulfill their potential. as part of its five year commitment has partnered with Railway Children as part of its UK charity organization to help children under the age of sixteen who are currently homeless and are living on the streets. 1.´ (Aviva Street to School¶s mission statement) So far. (Aviva. 2010) This campaign has been formed as an extension campaign to supporting µThe Consortium for Street Children¶ programme (CSC) whose vision is to have ³a world in which the rights of street-involved children are realized´ (Streetchildren.2 The Street to School Initiative ³Street to School is Aviva¶s international corporate responsibility programme. 1. The Big Picture was mainly viral campaign that used the channel of social media to build awareness of Aviva¶s street to school program. Thus.1.´ (Aviva. (Aviva. Together. (Aviva.
brighter future for our children and we believe that to achieve this we must educate the communities by lobbying the government for sustained change. a charitable organization was launched in 1995. (Aviva.people could upload their images. not commodities. to make children who are living alone more visible. 3. ³Railway Children exists to help vulnerable children in grave circumstances´. To provide them with basic amenities such as food. Last year¶s effort managed to help approximately 27. Holding Government responsible: Using evidence gathered during work at Step One and Step Two. Meeting the immediate needs of children on the street: This represents the crucial early intervention where Railway Children tried to reach out to the children of the street before an abuser can. shelter and protection from harm. 4 . with a purpose to provide relief to children and young people who are in conditions of need.4 Railway Children Aviva's Street to School programme is also working in partnership with Railway Children to get children living on UK streets back into everyday life. 1. Concurrently Railway Children aspires to create a safer.756 street children around the world. 2010) This was also a strategy Aviva used to create traffic on other online resources in order to increase traffic back on to their own Aviva website. They work on a 3 step agenda: 1. 2011) Railway Children. academic research and strong relationships with the important governmental individuals and departments.´ (Railwaychildren. 2. The objective of the programme is to raise awareness in communities. hardship or distress and especially for those who have run away from their homes and are currently living on the streets where they suffer abuse and exploitation. hardship or distress and in particular to those living on the streets. With more than a decade of work. a facebook community page and running viral videos on YouTube were some of the activities that were run during the campaign. and to help people see that they are children in need of care and protection. the purpose is to thus to influence government support for street children by changing the policy landscape in their favour. The purpose of the campaign was their commitment towards ³putting customers at the heart of the business´. Shifting Perception in local context: Building relationships with local communities in order to encourage them to signpost children to The Railway Children so that aid can come immediately. The objective of the initiative is to ³provide relief to children and young people who are in conditions of need. Railway Children have managed to secure over 26 organizational partners with 117 projects worldwide.
The entire look and feel of the campaign should be based on the awareness of Aviva Street to school initiative. The general perception of Aviva being socially responsible amongst individuals is at a very low scale. that they are being socially responsible for future generations. Aviva has a long way to go in establishing themselves as a corporate socially responsible company. are seen as a more socially responsible company. Companies such as Direct Line.5 Objective of the Campaign Even though µBig Picture¶ was a success.1. The channel choice also holds a key importance for the campaign as the message has to be conveyed in the right manner. The visuals should be self explanatory. The Figure in Appendices 1 below gives a clear indication of the area where Aviva is lacking as a company.000 children who run away every year and often end up on the streets which lead to misery and hardships at this young and tender age. Therefore the µStreet to School¶ project should be aiming to maximize their presence in the market through which we could gain more support. and genuinely innovative which would make the audience sit up and notice. however research indicates that although Aviva are a successful brand and company they fall short when it comes to being socially responsible. 5 . is to raise awareness about Aviva¶s contribution to social welfare by bringing alive the real life picture of the 100. who are owned by the Royal Bank of Scotland. 1. attention grabbing.6 Competitors What we know so far is that many of Aviva¶s direct competitors are also focusing on charities. This will show the customers of Aviva. (Appendices 1) Hence. one of the immediate objective which has been identified. 1. the campaign should focus on capturing the target audience and getting them emotionally involved.7 A hard hitting campaign Adapting the right tone and image is very important for every brand.. Therefore we need to ensure that Aviva can also maintain the same standard as their competitor.
an enjoyable childhood and a good education will build the future of the next generation. away from homely protection. they learn to pick up weapons at an earlier age and are involved in illegal activities to sustain their livelihood. social grade ABC1 aged between 25-64. On the other side. The effect of a good education enables in the development and welfare of a child and helps him/her to achieve and pursue his goals and dreams. Moreover it also displays our target audience. Instead of books and toys.8 Visual Board The visual board is a depiction of our creative proposition which is to showcase how Aviva is trying to foster in the growth of the new generation by providing education and shelter to homeless children in collaboration with the Railway Children. Pictorial representation has been displayed with little children involved in educational as well as co curricular activities. These images are portrayed against a dark background representing the evils of society hampering the growth of the homeless child. alcohol and crime. A happy family. The left hand side of the board illustrates gruesome images of children who are exposed to drugs. the vulnerability that they face by living on the streets. young couples as well as retired professionals.1. the positive aspects of a child¶s life are shown with a brighter shade. The visual board has been divided in two parts. Education builds the growth of the next generation. Aviva and the Railway Children aims at returning the µnormal life¶ back to the homeless children and thereby invest in the growth of the next generation. (Appendices 4) 6 .
as identified in the situation analysis.. o Good reputation ± Aviva is the company that has never let down its customers for more than 200 years despite the name change.To inform and aware 90% of Aviva's target audience about the Street-toschool campaign. Comprehension . our target audience who will spread the messages by word-of-mouth To achieve virtuous circle of support thus raising Aviva¶s and their charity partner the Railway Children¶s corporate profiles for the Street to School program. 1961) this will enable the team to observe and assess the result of the creative campaign by breaking down the objectives. Also by utilizing the DAGMAR advertising model (Colley.Turn conviction into action and get 25% of the target audience to go to the website and know more about the project 7 . Therefore the main overall objectives derived for this campaign are: y Educate and raise awareness of the collaboration with the Railway Children by using various media communication channels to eventually influence people.To educate 70% of the target audience what the campaign is all about and how it can benefit both Aviva's street to school program and Railway children involved. The crucial element of the model consists of the four stages the customer will pass before considering the service: y y y y Awareness . Action . is that people have very little awareness that Aviva is working with the Railway Children or have any association with charitable organizations.Objectives The core issue that Aviva face. o Consistently high quality ± Aviva¶s high quality products can bring high quality support for children. Conviction . y y Improve on Aviva¶s social responsibility brand element ± the figure in appendices (2) illustrates Aviva has been scored considerably low by their consumers.To encourage and convince 60% of the target audience to believe that Aviva is a socially responsible company. o Innovativeness ± Currently there is nobody else who has pioneered the field of social responsibility and Aviva will be the first among others. showing an opportunity for significant improvement. The Campaign success could be achieved by the help of current strong brand attitude elements such as: o Trust ± Achieving the success of the Street-to-School campaign. the creative strategy will need to implement and convey the overall objectives stated above. To achieve the overall aim of the street-to-school campaign.
Customers who fully comprehend the campaign and nature of the cause are more likely to visit the Aviva website and get involved. The increase in traffic will also encourage customers to know more about Aviva¶s products and services. Also it will give customers a deeper insight into Railway Children and how Aviva is currently contributing to the welfare of homeless children.2. if the basic element µawareness¶ is not communicated effectively or if they are not influenced by the campaign at all. y y y 8 .1 y Justification Awareness ± the primary objective is to inform and create awareness among the target audience. Comprehension .the aim is to help the target audience understand the communication and overall campaign message that will help achieve the overall objectives as well as achieve the remaining elements of the model. Action ± by directing potential and existing customers to the website will increase brand value further. The Aviva customers will not be able to associate Aviva as socially responsible. Understanding of the communications will give the customers a wider scope of the brand and the involvement that Aviva have outside of their core products. Conviction ± this will be a vital element as we will need to convince the target audience that we are a socially responsible company this will increase the brand attitude towards Aviva for being socially responsible.
According to Mintel (2009). 2. These two newspapers are used significantly by ABC1 people between the age group of 25-65+. An important aspect that been taken under consideration is the kind of financial services that Aviva provides. Aviva used all kinds of media to deliver its messages. whether it is for any brand campaign or product promotions.Target Audience Street to School is a corporate social responsibility project targeting Aviva¶s existing and potential customers. Saving and investments. 9 . In the Norwich Union IPA award report presentation. (NMA.ABC1 people age 25-65+. Pensions and retirement. Aviva¶s spend on press shows that the Daily Telegraph and Daily Mail are the two key publications that have been used. The Appendices 4 show the media channels that are also an indicative of the kind of that audience that were targeted: Tracking the media channels that Aviva has used in the past and other indicators mentioned below led to the definition of the primary target audience . which are: y y y y Insurance. 2010). 3. The three main indicators will justify the above proposal: 1. The target audience of Aviva Street to School campaign is identified based on Aviva¶s total spend on advertisement in 2009. The project is aimed at increasing the awareness of the brand strategically and not merely to improve sales. the home insurance report shows that the main audiences that were targeted for the products were ABC1 group with an age limit over 25 years old. o Car o Home o Life o Health Business insurance. This would expand the limitation of the targeted audience. the media budget was measured according to the target segment of ABC1 group and how they will be able to deliver the communication message in every part of United Kingdom which gives a clear picture how Aviva has continuously laid emphasis on the social grade of ABC1 as its target audience.
There are specific groups and types that could be targeted by each kind of media. working long hours. financially careful savers. authenticity.67% of UK household. agro-tourism. living out of large cities. young couples/married. owners occupiers houses. discerning. the largest household community. middle age families. 37. old.78% of UK household. potential growth. 38 and 39 o 11. skilled working class and reasonable income. Groups I all types o 8. Groups H all types o 5.91% of UK household. farmers. cars significant. well educated. middle income. Based on this and considering the social grade ABC1 people. Possible audiences targeted by press 17% y y Group J all types o Wealthy old people. live beyond their means. small communities. good houses. living in small mortgage houses. living in modern areas near to city centre. identified as the primary audience of Aviva the media channels have been categorised as below with the actual demographics: Possible audience targeted by TV 39% y Group B types 12 and 13 o Married couples.According to Mosaic (2003). scattered across the UK. south west of England. families and children secondary school. middle income and secured career. well educated.18% of UK household. no children. modern living. churchgoers. middle age. 10 . concern about retirement. professional couples. y y y y Possible audience targeted by door drops 20% y Group B type 12 o Married or couples. Group K all types o Old people. reasonably well paid. travels abroad. Group F types 36. Groups G all types o 5. the customer classification in the United Kingdom contains 61 types of consumers divided into eleven groups. fair income.
corporate careers. luxury housing. service and white jobs. living in small mortgage houses in southwest England. modern houses. successful. small communities. well-educated. authenticity. working long hours. farmers. good houses. families and children. Group B all types o Young couples. professional occupations. Group J all types o Wealthy old people. reasonable income. plentiful job opportunities. liberal views. well-educated.Possible audiences targeted by Internet 13% y Group A apart from A5 o Middle age. Group C types 19-20 o Middle age and young professionals. cars significant. discerning. churchgoers. high level of career. live beyond their means Group D type 27 o Pakistani. reasonably well paid. travels abroad. y 11 . low unemployment. well educated Group K all types o Old people. professional couples. high income and high net worth. good income. Cypriot & other origins. good potential and future. Victorian and Edwardian houses in inner London. no children. y y y y Possible audiences targeted by direct mail 5% y Group B type 13 o Married couples. agro-tourism.
The visual of the creative illustrates the appeals of empathy. Campaign Message The creative message is simple and direct ± µIt¶s time to change the DARK side« At Aviva we believe in investing in the Next Generation¶. 2000) It is an attempt to gain awareness by not only evoking emotionally sentiments but also to inspire the target audience. The Creative A poster has been created to give an idea of the visual treatment and the message that needs to be communicated in the campaign. The insight was gained after a careful study of the real life stories and written testimonials from both the Aviva and Railway Children websites. 12 . The focus is to engage people with the Aviva¶s Street to School initiative. Thus Aviva is promising a better future for the street children who are the future of the next generation. The message was evaluated keeping in mind how Aviva as a brand is trying to bring an end to the dark future of homeless children by reaching out to them and providing them with shelter and education. they are susceptible into taking drugs and getting involved in crimes. the sole purpose of the creative campaign is to increase awareness about Aviva¶s commitment towards Street to School initiative. An education along with proper care and development of a child will fulfill his/her dreams. Campaign Strategy The campaign is designed using the Resonance Strategy. (Pickton. (Appendix 1) The visual has been divided into two equal sections. The emphasis lies in delivering a strong message using viable media and marketing communication channels that will feature emotional seeking themes. It should aim at achieving consumer¶s attention towards the profile of Aviva¶s Social responsibility commitment.Creative Strategy and Execution As mentioned in the objectives. The creative proposition is to highlight Aviva¶s efforts to bring back homeless children into a normal healthy atmosphere where they can receive education and be privileged like all the other children across the globe. and thus without the presence of a protected environment. The pictures have been appropriately chosen according to situations that a child will land up in on the streets after running away from houses in U. On one side a collage has been showcased of children who are run-away¶ or homeless. there is an illustration of the ambition that every normal child has that one day he dreams of becoming a doctor. or an engineer or a sportsman or maybe even an actor among many others. Both the logos of Aviva and Railway Children have been displayed so that the audience is aware of the initiator of the project. dwelling on streets. On the other side.K. compassion and persuasiveness.
The aim is to reach out to the specific target audience. With factual and informative copy in the press advertisements and testimonial case studies being displayed in the radio and television. social grade ABC1 group. 13 . the darker shade portraying the evils of living on the street whereas the brighter tone demonstrate the ambitions and dreams of children through the medium of education. The creative treatment being dichotomous in nature has been displayed in two shades. Creative Justification As mentioned earlier the images used in the creative have been depiction of actual case studies from the websites. and convey this singular communication message using appropriate media channels. The theme has to remain consistent in all the channels. the entire campaign will have an emotional chord which will touch the human heart.
2. How the campaign has influenced views and perception of the audience. focus groups and quesstionnaires. Survey's. Qualititaive Research The overall campaign effectivness and awarenss raised will be identified through qualititative research techniques such as Interviews. To establish whether the core objectives of the campaign have been met successfully.Campaign Evaluation The fi l st e whi h t es pl e after the campai has deli ered and finished. To establish whether the campaign message has been spread across the target audience through all the channels identified. Effectivess of Campaign Much of the data collated from stage 2 will allow us to determine the overall effectivess of the campaign such as online campaign tracking. is it enough for the audience to take action and make a contribution? This post campaign analysis will provide us with sufficient information determining whether the campaign has been successful and achieved its intended campaign objectives. The proposed evaluation at stage three will focus on a few me thods assembled in stage 2 and further enhanced with the justification. if the perception of the campaign conveys a negative response or awareness is not raised. 14 . The data collated in all three sections of the evaluation will enable us to improve our knowledge of the target audience and what views. This will give us an understanding of how the target audience determine the messages put across and provide us with views and opinions behind the answers given by the audience enabling us to conclude if the campaign has been a success or not.6. opinions and perceptions they share allowing us to improve on current and future campaigns. This will give us clea indication on r what to do next. questionnainres and brand product recognition test will enable us to evaluate whether the intended message has been conveyed.3 Stage 3: Post. the focal element at this stage will be to determine the effecti eness and understand the views and perception of the campaign on the indented audience. immediate solutions to rectify the issues will need to be implemented.
2) 3) 4) [Ebiquity Plc (2010)] 15 .
5) 16 .
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