Driving Aviva Brand Awareness & Equity in the U.S.

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When Aviva, the multi-national insurance company headquartered in England, launched in the United States, they turned to Boombox to help establish itself in the market. The goal was to drive brand awareness, build its agent base, and establish its global corporate social responsibility platform called Youmanity.

Boombox built and activated sponsorship programs of some of college football’s more storied programs, including Universities of Wisconsin, Texas, and Iowa. TV, digital, and in-stadium media drove large-scale awareness. Using assets negotiated specifically for hospitality, we created opportunities designed to introduce Aviva reps and prospective agents through fun, interactive experiences including tailgates, breakfasts with team legends, and on-field recognition of community efforts.

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Globally, Aviva’s “Street to School” program provided homeless youth with the safe and healthy environment necessary for a proper education. To initiate the program in the US, Boombox identified, brokered, and activated a multi-year partnership with the national non-profit organization Covenant House. Activation elements included a public announcement of the partnership in Times Square, co-branded research studies, local outreach efforts, employee and agent participation at Covenant House events, and more.

Boombox also deployed a team of Aviva brand ambassadors throughout the country to distribute YOUmanity Tokens along with random acts of kindness and encouragement to “pay it forward.” By way of unique codes found on the Tokens and a dedicated website, each act of kindness was recorded, allowing the world to trace the thread of kindness created by each Token.

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