Experiences as unique as a candidate
Aviva wanted graduates to bring their personality to work. This simple premise led to a campaign that put individuality and character first – and went on to win three CIPD (Chartered Institute of Personnel and Development) awards, including the Grand Prix.
Everything revolved around a campaign site that, on landing, asked you five simple questions. The answers to which matched imagery, content and copy to suit your particular tastes. If you said you liked sport, copy included all kinds of football, athletics, cricket and other sporting references. If you were interested in travel, the imagery would draw inspiration from Aviva’s travel insurance library, and other locations around the world.
This created a tailored experience for the reader which spoke directly to the graduate market’s passion for being themselves. It also dovetailed with the campaign’s ‘Successful Individuals’ tagline.