Aviva were in the second year of the Aviva Community Fund, a nationwide initiative offering funding to community sports clubs and inspirational local causes.
How could Aviva harness their sponsorships of Premiership Rugby and Norwich City Football Club - and capitalise on their association within sport in general - to help drive more Community Fund entries versus the previous year?
As a critical first step, we introduced a new ‘Sport in the Community’ category to the Community Fund, specifically tailored for the thousands of amateur sports clubs across the UK, giving grassroots sport a more powerful and credible voice throughout the campaign.
Then, built on the insight that everyone has emotional memories of their first grassroots sports club, we created a campaign called ‘Back To Your Roots’. This focused on stirring those very memories in the minds of Aviva’s target audience: the sounds, the smells and the people that made their grassroots sports club so special.
We created film content with both double Olympic champion Nicola Adams and players from all 12 Aviva Premiership rugby clubs, talking about the importance of grassroots to their development – and even brought the Norwich City team down to surprise a local club. This was all backed up by our Aviva Community Fund takeover of Teamer - one of the UK’s largest free social sports websites – throughout the initiative’s submissions phase.
A resounding success, the campaign exceeded set KPIs;
• 3,897 entries into the Aviva Community Fund, 20% of which were in the ‘Sport in the Community’ category • Nearly 1,700 media articles, across print, broadcast and online • A total of 540k paid for and organic content views across Aviva, ambassador, Premiership Rugby and Norwich City channels • Over 10,000 click-throughs to Aviva.co.uk homepage as a result of the Teamer partnership
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