Share Price 44.00 p

//bigdog helps Aviva internal comms to fly

Challenge

Following Aviva’s high profile restructure, staff engagement was a major priority for the company. In 2014, missiontmAgency bigdog was challenged to improve this, by creating a new dimension to the company’s annual suggestion scheme – on an international scale.

Solution

bigdog took Aviva’s established Customer Cup initiative for employee ideas and gave it renewed impact under the ‘Throw it out there’ strapline. The creative execution took a sheet of paper covered in thoughts and doodles and folded it into an iconic paper airplane, which was used across posters, a launch video, emails, display stands, cups and napkins. Using this graphic, employees were then encouraged to ‘Throw it out there’ and see their ideas take flight. The campaign emphasised that anyone could enter, no matter what stage of development their suggestion was at.

Results

The campaign launched in May 2014 and by the time the first round came to a close in August, 680 entries had landed from around the world – from Italy and India to Spain and Singapore.

This easily hit the campaign objective of one entry from each key country and resulted in some impressive additional outcomes, including:

  • 40% increase in the number of entries compared to the previous competition, exceeding the target by 140%
  • Engaged more than 2,700 members of staff
  • In one month there was an increase of 156% in comments on the online Innovation Hub, 112% in positive votes and 85% in views
  • In total, there were nearly 24,000 views of the ideas

By showing employees that every idea has the potential to fly, bigdog helped staff engagement take off, boosted morale and brought Aviva’s refreshed brand values to life.

bigdog is part of the Mission Marketing Groupl plc (the missiontm), the marketing communications and advertising group including April Six, Bray Leino, Mongoose, Proof, RLA, Robson Brown, Solaris, Speed, Splash, Story and ThinkBDW.

21.12.15

//David Morgan explains mission’s recent acquisition strategy