CorpComms Magazine

When Aviva brought together more than 40 businesses, including Norwich Union, Commercial Union and General Accident, under a single global brand in 2009, the insurance group promised that it would be better placed to improve service and develop products that better met its 44.5 million customers' needs.

Chief executive Andrew Moss said the world's sixth largest insurance company wanted every customer to feel that 'no one recognises me like Aviva'. It was its brand promise. Aviva's own global consumer research found that most of its competitors were bad at recognising customers' individual significance. Small human touches, it found, could make a huge difference to a customer's experience.

The challenge for Aviva, however, was to create leadership and differentiation and establish the insurance group as a global brand known for putting its customers first. The solution was the marketing campaign 'You are the big picture' that brought to life Aviva's brand promise which the judges described as 'high risk, high reward'.

At launch, the campaign displayed giant portraits of customers and employees on landmark buildings, such as the National Theatre, in London, Paris, Singapore, Warsaw, Mumbai and Delhi.

But the invitation was then opened to other people, not exclusively customers, who could submit their Facebook picture through Aviva's newly created Facebook page, www.facebook.com/aviva, or by uploading a picture at www.youarethebigpicture.com. Aviva would project randomly selected pictures every night from sunset to midnight for seven nights during the third week of October.

For every photo uploaded Aviva donated £1 to the charity Save the Children. Those who were selected were emailed in advance with the date and time of their moment of fame, so that they could visit the building in person or watch it live on the campaign's YouTube channel.

More that 59,000 photographs were uploaded in just two months. (To put that in context, National Geographic's global photography competition received 30,000 uploads in six months.) And 54,000 photographs were projected resulting in almost 63,000 livestream views on YouTube, while 1.8 million people in 160 countries visited the online campaign hub. 'This was totally engaging on a global basis,' said the judges.

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Shortlisted entries

McDonald's: Harnessing our people power - McDonald's UK - Agency: Blue Rubicon

The Katie Small story - Mercury West Associates - Agency: Eulogy!

Switch the fish - Sainsbury's - Agency: Blue Rubicon

Bin it! - Wrigley -  Agency: EdComs

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