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Mumbai/
Delhi, March 9, 2013: Aviva’s brand strategy, based on the
father-child relationship, highlights the importance of a father’s role as a protector
in his child’s life, whether financial, physical or emotional. With an
objective to help young fathers realize the importance of financial planning
for their children’s secure future, Aviva India unveiled its social media
strategy today based on creating and feeding engaging content in the social
media channels. The core of the content onion will focus on protection related
content drawing analogies from cricket; the next levels will cover content on financial
literacy, products and parenting for young fathers. This will be supported by a
robust digital advertising campaign to promote content to our target audience –
young parents in the age-group of 28-44 years. Aviva is already among the top
players for its online protection plans and with this launch, they expect to
further consolidate their position in this category.
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| Tutorials on cricketing by the Little Master |
Through the new campaign – ‘Padding up with Sachin’ and ‘Sachin Off Guard’, launched today,
Aviva aims to further strengthen its association with fatherhood and protection.
These are a series of webisodes on cricket tutorials and interviews on
importance of protection by Aviva’s Brand Ambassador and the Master Blaster –
Sachin Tendulkar. For the first time ever, netizens will have access to
innovative, inspirational and conversation like tutorials on cricketing by the
Little Master himself. With 73% of
audience on social networking sites consuming video/ entertainment on the site,
Aviva sees an increase of three fold in its engagement scores in its social
media channels like Facebook, Twitter and Youtube leading to higher awareness
on Aviva’s offerings. Aviva is shortly
releasing its ‘Product Center’ and a
series of engaging product related videos on Facebook to further enhance the
same.
Speaking on the occasion, Rishi Piparaiya,
Director Marketing and Bancassurance, Aviva India, said, “Our vision on social
media is to build a community of financially aware young parents and to achieve
this, we see a significant role for both entertaining content for parents as
well as infotainment around financial planning and Aviva’s products as key
pillars. In the ‘Padding up with Sachin’ series, each webisode starts with
Sachin reminding the viewers about the importance of protection.”
Aviva’s Brand
Ambassador, Sachin Tendulkar said, “Cricket is my passion and I am delighted to
partner with Aviva to launch the 'Padding up with Sachin' tutorials. These
webisodes which showcase my successful moves on the pitch, will give fathers a
chance to view and coach their children. The links to these videos will
also be available on my Facebook page as well and I invite all to view and
share the same".
Adding further, Rishi Piparaiya, Director
Marketing and Bancassurance, Aviva India, said, “In an age where the internet is about content
consumption and engagement, pure play product messaging only disrupts the consumer’s
natural web behaviour. This is where we believe that we have bucked the trend
by using content creation, rather than content disruption, as an approach.
Testimony to this is the fact that we have crossed 1 lakh likes on our Facebook
page in a short span and achieved a high engagement score on Twitter.
We believe that content will be key to
scaling up and making Aviva the ‘buzziest’ life insurance brand online among
their core target audience in this digital era. Marketing is fairly incomplete without digital media
and social media, the key difference that social media brings to the table is
that it allows you to have conversations with your customers unlike any other
medium. It’s far more engaging and possibly the best way to reach your
customer, in this day and age.”
Market Research by a leading kid’s channel
highlights that Sachin Tendulkar is the leading sports icon for both boys and
girls and cricket is among the most popular sports in India. Hence through the Padding up with Sachin series, Aviva
seeks to provide a unique opportunity for fathers to train and engage with
their kids. The first webisode to be released in the series is on Sachin’s
signature shot – Straight Drive. (http://bit.ly/12z3KfO).
The next series to be unveiled shortly will be on his other signature moves
like Cover Drive, Pull Shot and Square Cut and will be released basis audience
poll through contests in social media.
