Aviva Refer-A-Friend

Making it fun to refer friends

Refer-a-friend schemes can be a great time- (and cost-) saving strategy for employers. But they often either run in the background, or are supported by dry HR legalese-heavy communications.

Thankfully, Aviva aspired for better. They wanted a Graduate referral campaign that was eye-catching and fun. The final solution did save them time (it was delivered and rolled out inside a month). It saved a lot of money too – it cost next-to-nothing to produce.

It also won a heap of trophies at that year’s RAD awards.

To create a splash at launch, we extended the idea into ambient, desk-drop and experiential executions – pushing the campaign right into the day-to-day of Aviva’s employees.

Next up, we created a cage to mimic the main campaign. When employees arrived in the morning, there was a (fake) kebab in it, as bait.

In the evening, as people left, a ‘captive graduate’ handed out leaflets encouraging people to get involved in grad season too.

HR Communications | Print | Ambient | Experiential | Financial services