CorpComms Magazine

A digital strategy was right at the heart of Aviva's 'You are the big picture' marketing campaign, which projected portraits onto iconic buildings in six cities stretching from London to Delhi. Participation required an online process, with clients either uploading projection photographs via Aviva's Facebook page or through a dedicated website.

This strategy was quite deliberate. The scale of participation was driven by the ease of uploading photographs on Facebook, and the word of mouth marketing that the social network drives.

Aviva launched its Facebook presence as it unveiled giant portraits of customers and employees on landmark buildings, including the National Theatre, in early October, and immediately commenced a media outreach programme to invite members of the public to submit their photographs for a general scheme commencing two weeks later.

The images of those selected would be projected every night from sunset to midnight for seven days. Aviva targeted audience groups likely to take an interest, such as photography enthusiasts, fame seekers and emergency services' unsung heroes, by connecting with their Facebook and Twitter outlets. It also approached 100 influential bloggers, ranked by size of interest, which resulted in 14 positive testimonials.

To generate further interest in London, Aviva created a pop-up photography studio in Theatre Square, beside the National Theatre on the South Bank, where 100 people received a once-in-a-lifetime opportunity to be photographed by Patric Shaw, who has worked with Penelope Cruz, Liv Tyler and Vogue.

Shareable personalised video was created instantly for every photograph uploaded, mocking up each participant's face on a skyscraper, which generated online buzz. Projection time codes enabled participants to watch their moment live in person or via YouTube livestream.

Aviva also ran an email competition among campaign participants to be the first face projected. The winner was brought to London to see the moment live, which led to widespread coverage from the Daily Mail to GraziaDaily.

'This was an innovative campaign that achieved its objectives and drove good media coverage,' said the judges. 'It was a brave idea.'

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Shortlisted entries

Going global - Economist Intelligence Unit (EIU) - Agency: Grayling

World of GSK: Bringing GlaxoSmithKline to life online - GlaxoSmithKline - Agency: SAS

Infi-Knit campaign - Macmillan Cancer Support - Agency: Lbi

Dynamo TV and the TA1 - Panasonic - Agency: Eulogy!

Getting ahead of tomorrow's mobility challenges - Shell International - Agency: Fishburn Hedges

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