Cannes Lions

RATE MY DRIVE

DARE, London / AVIVA / 2013

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We launched the three week our ‘Settle the Score’ campaign by starting a nationwide debate on who’s better at driving, men or women? Week 1 was our ‘launch’ phase and saw advertising in print, online and in social media announcing the contest and driving the audience to the ‘Settle the Score’ campaign tab within Facebook. Here they could download the app and/or take part in other social, driving-related challenges. This generated conversation across social platforms, specifically Facebook and Twitter. Simultaneously, PR raised the profile of Aviva Drive and extended the conversation.

In week 2, our ‘sustain’ phase, we kept the conversation going on social platforms by reacting to advocates, detractors and news stories. By week 3 we were ready to ‘resolve’ the debate and conclude the Facebook challenges and competitions. The gender duel with the Aviva Drive app also came to a close and women had won.

The results speak for themselves. On Facebook the engagement rate of advertising was more than three times the industry standard (0.13%), we had over 30,000 Facebook tab visits and we received more than 5,500 ‘likes’. We also saw a 96% rise in engagement with Aviva’s Facebook presence, versus pre-campaign activity. Importantly, this growth came disproportionately from the 25-34 and 35-44 year-old age groups – our target consumers.

On Twitter the brand’s engagement rate became more than twice the Twitter average, at 2.2%.

In total, across Facebook and Twitter there were 84,000 engaged users and more than 6,000 new fans or followers.

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