Ireland’s insurance industry is highly competitive with 192 companies, meaning customer acquisition and retention are key for Aviva. Understanding that Irish consumers believe insurance companies should do more, sponsorship is key to enabling how Aviva showcase its commitment to customers to contributing to a brighter future. Well known for their long term sponsorship of Aviva Stadium, home of Ireland’s men’s football & rugby team, it was Aviva’s support for grassroots initiatives for girls and boys that was identified as the real opportunity to bring this commitment to life, particularly amongst their target market of 25 to 50 year olds. These grassroots initiatives also provided an opportunity to showcase Aviva’s commitment to diversity and inclusion in their offices, in communities, the sports they support and at the stadium. Acknowledging the changing media consumption habit of their target audience, the increasing influence of athletes particularly, on societal issues, uncertainty around the traditional platform of live sport, Aviva identified that female and male talent from both sports should play the central role in their sponsorship leverage programme. We identified female athletes from rugby and football along with rugby legend, current coach and Dad of five, Ronan O’Gara with a passion for the issues Aviva wanted to support. Corroborated by proprietary analysis tools on media interest and their influence, we built a year-long activation focused on a building a better sporting future for all maintaining affinity and driving consideration particularly, amongst the extensive portion of the population that are football and/or rugby fans.
