YATBP makes people, rather than the company, the heroes and drivers of the campaign.

Putting customer recognition at centre stage, we challenged expectations about how financial service institutions communicate with influencers by using a non-traditional integrated campaign.The journey:1.We showcased AVIVA's commitment to customers through iconic buildings wrapped in portraits of their customers in key financial city districts. These were underpinned by online and print advertising that built on the emotive and compelling stories behind the portraits.

2.We distributed video content focusing on the story behind the story via Youtube, the campaign hub and display advertising.3.We offered consumers the chance to be ‘recognised’ by AVIVA, inviting them to upload a photo, to Facebook and on the YATBP site, to be projected on one of five landmark buildings across the world. A donation to AVIVA’s Street to School CSR project was made for every photo uploaded.

Unlike other global brand campaigns our concept of recognition and making it personal had clearly resonated with influencers.Brand perception statements increased by a massive 17% and resulted in an average +14% point shift in brand consideration, strongly correlated with market share growth in the insurance industry.We created an overwhelming media stir with 300 pieces of press, TV and radio PR coverage in consumer and business targeted media.

From a standing start; we generated 57,141 Facebook fans in just 10 weeks!54,000 photos were projected on landmark buildings and as a result €200k has been donated to charity.