When Aviva challenged Synergy to create a community of supporters to follow Dee Caffari as she sailed around the world in the Vendée Globe yacht race we set about developing compelling content that would engage users with Dee’s unique story and the Aviva brand.

We worked closely with The Aviva Group to create a site where followers could read Dee’s daily diaries, follow her progress every four hours throughout the race and enter unique competitions. The site also hosted a comprehensive guide to the race, regular vodcasts and podcasts and images sent from Dee as she sailed 28,000 miles around the world.

A dedicated You Tube and Facebook Group also increased the number of supporters able to follow Dee on her inspirational adventure. The Aviva Ocean Racing site received over 1,500 unique visitors per day, 1,900 people signed up to weekly updates and over 40,000 people watched the campaign's fortnightly videos on You Tube.