ITV Drama Premieres with Aviva
For the full case study including all the phases of activation please download the Power Point document on the right hand side
Background:
Aviva are one of the leading providers of life and pension products in Europe and are actively growing their long-term savings businesses in Asia Pacific and the USA. Their main activities are long-term savings, fund management and general insurance and Aviva have premium income and investment sales of £45.1 billion and £379 billion of funds under management.
Objectives:
Raise brand awareness and educate viewers about Aviva’s breadth of products and services as well as positively influence people’s decision to buy from Aviva using the mass exposure and audience fit ITV1 provides. To provide viewers with a fun and engaging way to interact with Aviva in new and innovative ways and establish and increase recognition of the Aviva Drama Premieres sponsorship. Link in with Aviva’s existing marketing activities providing an integrated UK approach.
Why Drama Premieres?
ITV1 Drama Premieres is British drama at its best. With high production values mixed with original, compelling and emotionally engaging stories, Drama Premiers have some of the highest rating programmes on British television featuring the best of British acting, writing and directing talent.
Results:
ITV delivered over and above in terms of the number of hours and episodes in the deal. The majority of programmes performed better than predicted, with the average episode delivering over 8 ABC1 Ad TVRs. All activations improved phase on phase as a result of key learning’s from each phase being applied to the next and all the platforms were deemed successful, with some fantastic results especially in the download of the game. Across the online and interactive approximately 40,000 entered the competitions and 1,466 potential customers opted in to receive more information on products and services. M&L opportunities were successfully used to amplify sponsorship beyond activation.
For the full case study including all the phases of activation please download the Power Point document on the right hand side