INTRODUCTION

• Aviva plc is a British multinational insurance company headquartered

in London, United Kingdom. It is the sixth-largest insurance company in the

world measured by net premium income and has around 43 million

customers across 21 countries.

• It is the market leader in both general insurance and life and pensions in the

UK and has major businesses in Asia, continental Europe and North

America.

• Aviva India is a joint venture between one of the country’s oldest and largest

groups, Dabur, and Aviva Group, whose association with India dates back to

1834.

What’s your big plan?

• It was the interesting sales promotion by Aviva Life Insurance.

• This was the campaign – the below the line promotion where the children under the age group of 3-12 years were asked to share their big plan in life and the parents, to elaborate their preparation support this plan.

ABOUT THE CAMPAIGN…!

• Aviva Life Insurance had tied up with Croma and McDonald’s store in the

cities the campaign was run.

• The campaign was run in seven cities like – Mumbai, New Delhi, Kolkata,

Pune, Hyderabad, Bangalore and Chennai.

• Students could just walk into the partner stores and drop their entries.

• They also tied up with around 200 schools in these cities to

encourage participation.

• Apart from these, students could also submit their entries

online.

• The campaign ended in November 2013 when 20 winners

were picked. They were awarded scholarships and were

also given a chance to play cricket with Sachin Tendulkar.

WHY CHILDREN?

THE DESIGN OF THE PROMOTION…!!

• The entire campaign was aimed

at promoting their Child Plans

category. This is a category of

focus for Aviva.

• This campaign is designed in a

way that, the insurance buyers

should think about Aviva each

time they think about child plans.

WHY IT WAS

DESIGNED SO??• After the campaign was completed and

the findings collated, they passed on the

leads generated as well as these findings

to their agents, whom they refer to as

“Child-future planning experts”.

• The findings of the study were fed into

the lead management system so that

when the agent met the parents, they

was already aware of the child’s as well

as parents’ response to the “big plan”

question.

KEY POINTS

• The stores worked as the touch-

points for the entries.

• About 70% of these leads were

generated through their tie ups with

the schools; the rest through the

entries collected from the stores.

IMPACT ON SALES AND THE BRAND…

• Generated a business pipeline of one lakh contacts at the end of

the campaign.

• Of those finally contacted, almost 80% shown an interest in

meeting representative.

• About 60% expressed an interest in purchasing the plan.

• This translated into a potential of selling 33,600 child plans or

child-plan related products by Aviva in the final quarter of

2013-2014.

• Child-related products, which constituted 35% of Aviva’s

business in the quarter ended December in 2012, stand at 55%

for the same period in 2013, registering a growth of 20%.

• Brand scores increased from 77% to 87%.

• Brand Consideration also went up 2.5 times.