Aviva Graduates

Experiences as unique as a candidate

Aviva didn’t want any old graduate with an ambition for financial services. They wanted graduates who wanted 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 awards, including the Grand Prix.

It 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, my 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.

These simple tweaks – which meant I had to effectively write a dozen or so versions of the site’s copy – 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.

The client put out a number of ads, on university walls as well as in selected press. Each of which doubled-down on Aviva wanting to know more about the reader, rather than harping on about what great opportunities lie in store (admittedly, it helps when your brand is well known to the audience already).

Then, we put together a more ‘individual’ solution for the client’s graduate roadshow stand. We designed a Pick’n’Mix brochure, letting students choose sections of pages from a rack that they felt they actually needed: an approach that helped with green credentials too. And for a giveaway, fridge magnets that let students created their own inspirational messages for themselves and their housemates.

HR Communications | Website | Press | Experiential | Financial services