- Aviva Base Camp
- Aviva Ironman 70.3
- Brocade Global eMarketing
- Danone
- EMC Data Segmentation
- HP Web Operations Bureau
- HP Supplies Campaign
- Johnson & Johnson LifeScan CRM
- MCIL UK Wish You Were Here
- Microsoft Web Operations Bureau
- Microsoft New Day New Office Campaign
- Motorola LTE
- Pringles-Athena KaCha Campaign
- SAP China Offer Portal
- Sentosa
- SilkAir Digital Branding
- Starwood M.I.C.E Widget
- Symbian Foundation Website
Aviva Ironman 70.3
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Challenge
Aviva has been sponsoring the Ironman triathlon for the past 3 years. Consumers are aware of Aviva but perceive them as a sports marketing company instead of an insurance provider. BLUE was tasked to clearly communicate what Aviva does, its products, and how it relates to their sponsorship of the Ironman event by leveraging the theme of “preparation”.
Solution
BLUE created a microsite with a content strategy to establish the relationship between preparation for sports and preparation for life, ultimately driving awareness for the Aviva product portfolio. Contextual messaging and links were crafted to help reinforce the association between Aviva and the event.
BLUE also created a Virtual Crowd section, allowing Ironman participants to garner “virtual” support and cheers from avatars created by their family and friends.
To meet CSR objectives and increase engagement, a tie-up between Aviva and Ammado allowed participants to race for a cause, with Ammado showing how much funds were raised for charity.