All have their own big plan in their life. But what is the big plan of Aviva. What is "The Big Plan"? It is all about an innovative campaign of Aviva Life Insurance to pitch their child plan product.

2. INTRODUCTION
• Aviva plc is a British multinational insurance company headquartered
in London, United Kingdom. It is the sixth-largest insurance company in
the world measured by net premium income and has around 43 million
customers across 21 countries.
• It is the market leader in both general insurance and life and pensions in the
UK and has major businesses in Asia, continental Europe and North
America.
• Aviva India is a joint venture between one of the country’s oldest and
largest groups, Dabur, and Aviva Group, whose association with India dates
back to 1834.

3. What’s your big plan?

5. • It was the interesting sales promotion by Aviva Life Insurance.
• This was the campaign – the below the line promotion where
the children under the age group of 3-12 years were asked to
share their big plan in life and the parents, to elaborate their
preparation support this plan.

6. ABOUT THE CAMPAIGN…!

7. • Aviva Life Insurance had tied up with Croma and McDonald’s store in the
cities the campaign was run.
• The campaign was run in seven cities like – Mumbai, New Delhi, Kolkata,
Pune, Hyderabad, Bangalore and Chennai.
• Students could just walk into the partner stores and drop their entries.

8. • They also tied up with around 200 schools in these cities to
encourage participation.
• Apart from these, students could also submit their entries
online.
• The campaign ended in November 2013 when 20 winners
were picked. They were awarded scholarships and were also
given a chance to play cricket with Sachin Tendulkar.

9. WHY CHILDREN?

10. THE DESIGN OF THE
PROMOTION…!!
• The entire campaign was aimed
at promoting their Child Plans
category. This is a category of
focus for Aviva.
• This campaign is designed in a
way that, the insurance buyers
should think about Aviva each
time they think about child
plans.

11. WHY IT WAS
DESIGNED SO??
• After the campaign was completed and the
findings collated, they passed on the leads
generated as well as these findings to their
agents, whom they refer to as “Child-
future planning experts”.
• The findings of the study were fed into the
lead management system so that when the
agent met the parents, they was already
aware of the child’s as well as parents’
response to the “big plan” question.

12. KEY POINTS
• The stores worked as the touch-
points for the entries.
• About 70% of these leads were
generated through their tie ups with
the schools; the rest through the
entries collected from the stores.

13. IMPACT ON SALES AND THE
BRAND…

14. • Generated a business pipeline of one lakh contacts at the
end of the campaign.
• Of those finally contacted, almost 80% shown an interest in
meeting representative.
• About 60% expressed an interest in purchasing the plan.
• This translated into a potential of selling 33,600 child plans
or child-plan related products by Aviva in the final quarter
of 2013-2014.

15. • Child-related products, which constituted 35% of Aviva’s
business in the quarter ended December in 2012, stand at 55%
for the same period in 2013, registering a growth of 20%.
• Brand scores increased from 77% to 87%.
• Brand Consideration also went up 2.5 times.