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					               ITV1 Drama Premieres
CASE STUDIES      Sponsored by Aviva
                 1st July 2009 – 31st June 2010
ITV1 Drama Premieres with Aviva


 Background:
 • Aviva are the world's sixth-largest insurance group and the biggest in the UK
 • Aviva are one of the leading providers of life and pension products in Europe and are actively growing their long-
   term savings businesses in Asia Pacific and the USA.
 • Aviva‟s main activities are long-term savings, fund management and general insurance
 • Aviva have premium income and investment sales of £45.1 billion and £379 billion of funds under management.
 • Aviva have 46,000 employees serving over 53 million customers in 28 countries around the world.




                                                  Objectives:
                                                  • Raise brand awareness and educate viewers about Aviva‟s
                                                    breadth of products and services.
                                                  • Positively influence people‟s decision to buy from Aviva using the
                                                    mass exposure and audience fit ITV1 provides
                                                  • Provide viewers with a fun and engaging way to interact with
                                                    Aviva in new and innovative ways
                                                  • Establish and increase recognition of the Aviva Drama Premieres
                                                    sponsorship.
                                                  • Link in with Aviva‟s existing marketing activities providing a
                                                    integrated UK approach.
ITV1 Drama Premieres with Aviva

 Why Drama Premieres?
 ITV1 Drama Premieres is British drama at its best. High production values mixed with original,
 compelling and emotionally engaging stories. Some of the highest rating programmes on British
 television featuring the best of British acting, writing and directing talent.




                                                 Programme Details:
                                                 The sponsored drama‟s were spread across prime
                                                 ITV1 peak slots throughout the deal and included:


                                                 •   Monday Monday        •   An Englishman in NY
                                                 •   Whatever It Takes    •   Sleep With Me
                                                 •   Single Handed        •   The Red Dahlia
                                                 •   Gun Rush             •   Wild at Heart
                                                 •   Wuthering Heights    •   Married Single Other
                                                 •   Murderland           •   The Prisoner
                                                 •   Collision            •   Lewis
                                                 •   Mr. Eleven           •   Father and Son
                                                 •   The Fattest man
ITV1 Drama Premieres with Aviva


 Creative Concept: ‘Aviva - For life's little dramas’.
 The purpose of Aviva‟s idents was to demonstrate
 their portfolio of products while establishing a link
 to ITV’s Drama Premieres and the drama genre.

 Each ident promotes a different Aviva product solution
 and features a light hearted link to how they can help
 people to plan for life‟s dramas.




                                                          Broadcast:
                                                          •  The package in its entirety featured 60
                                                             episodes and 71.8 hours of programming
                                                          •  Across the package ITV1 Drama
                                                             Premieres averaged 8.11 ABC1 adult
                                                             TVRs and reached over 18m ABC1 adults
                                                          •  Total Accreditation across the deal
                                                             equalled 5,420 seconds
ITV1 Drama Premieres with Aviva:
Online Drama Premieres Hub

                                   As part of the sponsorship ITV
                                   created a dedicated Drama
                                   Premieres hub on ITV.com…
                                   itv.com/dramapremieres.
                                   Throughout the year the hub
                                   hosted information about upcoming
                                   dramas, exclusive content, trailers
                                   and cast interviews.

                                   The hub was roadblocked with
                                   Aviva inventory and promoted via
                                   itv.com homepage takeovers and
                                   banner adverts on ITV.com
                                   newsletters. Aviva also received 5”
                                   sponsors bumpers around all
                                   drama premiere video content.
ITV1 Drama Premieres with Aviva:
Phase 1 activation

 Online sponsorship
 After the re-brand from Norwich Union,
 Aviva used the unique sponsorship
 platform to communicate with their
 audience and raise awareness of both
 the brand, and the breadth of products
 available. They also established a link
 with Drama Premieres by including
 information about Monday Monday, the
 first Drama Premiere in the package.
 Users were given the opportunity to
 play a personality quiz. The purpose of
 the quiz was to re enforce the link with
 Monday Monday but also provide an
 engaging way for users to interact with    Results
 Aviva.                                     • 6,323 visited the site
                                            • 8,318 page views
 .                                          • 01:46 minutes dwell time
                                            • 438 competition entries
ITV1 Drama Premieres with Aviva:
Phase 1 activation

Interactive Sponsorship:
• Aviva brand prominence on ITV Drama Premieres hub within the ITV 24/7 menu and behind the
  red button.
• To tie in with „Monday Monday‟ ITV re-created the online personality quiz. Viewers were
  incentivised to interact by promoting programme linked spa vouchers as prizes. As this activation
  tied in with the corporate re brand, Aviva also used the opportunity to communicate with users
  about the brand and the breadth of the product solutions available.
ITV1 Drama Premieres with Aviva:
Phase 2 activation

 Online sponsorship
 Taking on board learning‟s from Phase 1
 ITV and Aviva redeveloped the Aviva online
 microsite to create a site that provided even
 more user engagement than the previous
 incarnation. As a result of the rebuild the
 new site had a cleaner, fresher look and
 revolved around Aviva‟s „Financial
 Wellbeing‟ campaign and a new competition
 that offered users the opportunity to win
 weekly high street vouchers.

 The rebuild also saw the launch of the
 ‘Aviva Challenge – in association with
 Batak’. This game was designed to offer a
                                                   Results
 deeper level of engagement for users,
 allowing Aviva to connect with possible           • 18,018 people visited the site
 customers in a new and exciting way. The          • 20,778 page views
 Batak game itself linked directly into existing   • 50 sec Avg. Time on Site
 activity already being used by Aviva at their     • 5,110 game plays
 national consumer roadshows.
                                                   • 354 prize draw entries
ITV1 Drama Premieres with Aviva:
Phase 2 activation

  Interactive Sponsorship:
  To mirror the online site ITV also developed
  an interactive version of the game that could
  be played using a Sky remote. Viewers could
  also enter the competition to win high street
  vouchers and find out more information about
  Aviva‟s Financial Wellbeing campaign.
  Across phase two 305,000 viewers visited the
  site spending on average over 7 mins there.




 Interactive Sponsorship:          Mobile Sponsorship:
                                   ITV built a mobile java version of game that could be downloaded
                                   via free download sites and a clickable banner on the ITV mobile
                                   portal. This was a first for ITV.

                                   Aviva also used the ITV mobile shortcode to promote the game at
                                   UK Athletics events, which forms part of their sponsorship of
                                   UKA. The game achieved almost 70,000 downloads across the
                                   four phases.
ITV1 Drama Premieres with Aviva:
Phase 3 activation

Online Sponsorship:
For phase 3 of the sponsorship we refreshed
the online microsite once again bringing it into
line with Aviva‟s latest marketing campaign
activity. This included information about
„Planning your future‟ and also cross-
promotional information about their
involvement with UK Athletics. Having seen a
significant increase in traffic in Phase 2 the
Batak game also remained on the site.

Having previously tried more frequent,
perceptually lower value prizes for the previous
two phases it was decided to offer a „chance of     Results
a lifetime‟ prize, designed to increase
                                                    • 6,728 people visited the site
awareness and traffic. Aviva chose to again
link in to programme content using a holiday        • 9,649 page views
voucher and images of a safari trip, thus linking   • 3 min 15 sec Avg. Time on site
the competition to „Wild at Heart‟ the Drama        • 174 Game Plays
Premiere on air at the time of launch.              • 19,038 competition entries
ITV1 Drama Premieres with Aviva:
Phase 3 activation

  Interactive Sponsorship:
  As with the previous two phases an integrated approach was developed across all ITV‟s platforms.
  The Aviva Drama Challenge remained on the interactive service and viewers could enter the
  competition to win the £4000 holiday voucher. The site also hosted information about Aviva‟s
  involvement in UK athletics and their breadth of product offerings.

  Across phase 3 in total 173,000 Sky adults accessed Aviva‟s branded area behind the yellow
  button.



                                                                   Interactive Sponsorship:
ITV1 Drama Premieres with Aviva:
Phase 4 activation

Online sponsorship
For the final phase the online microsite was once again re-designed featured an interactive „Circle of
Life‟ tool. This cleverly presented Aviva product information in a tailored format to suit specific types
of people and their needs – „Spenders, Splurger‟s or Saver‟s. A new competition offered £5000 cash,
once again building on learning‟s to maximise awareness and traffic. The previous success of the
Batak game also continued and was again utilised throughout Phase 4.




                                                               Results
                                                               • 16,594 people visited the site
                                                               • 18,437 page views
                                                               • 2 min 05 sec Avg. Time on site
                                                               • 8,044 Game plays
                                                               • 17,860 competition entries
ITV1 Drama Premieres with Aviva:
Phase 4 activation

 Interactive Sponsorship:
 In line with the online microsite the interactive service was also re-developed. A version of the „Circle
 of Life‟ tool was created that was navigated via the Sky remote. The online competition to win £5000
 ran in conjunction with itv.com/dramapremieres. And information about Aviva‟s money checklist and
 their involvement with UK Athletics was featured.




                                                                 Results:
                                                                 Of the 2,684,000 viewers who
                                                                 visited the Drama Premieres
                                                                 service 253,000 visited Aviva
                                                                 sponsors area. Once there they
                                                                 remained for on average over 8
                                                                 minutes.
ITV1 Drama Premieres with Aviva
On air and off air marketing support

    Marketing support




                                  Poster campaign
ITV1 Drama Premieres with Aviva

  Merchandising and Licensing - The BFI Prisoner Event
  During phase 4 Aviva sponsored a special premiere event for the 2010 update of the 1960‟s cult
  classic „The Prisoner‟. Held at the BFI the event featured a showing of the first episode of the
  new series and a Q&A with director Nick Hurran. A touch of Hollywood Glamour was also
  present in the form of stars Jim Caviezel and Hayley Atwell.

  The event itself was a great PR and relationship opportunity with guests including members of
  Aviva‟s senior management, key clients and also a number of lucky competition winners.

  As sponsors of the event Aviva received 100 tickets as well as branding in the BFI Southbank
  guide, on programme notes, on screen, in and outside the main foyer of BFI, on the BFI website
  and text credit on tickets. They also enjoyed VIP/corporate hospitality.
ITV1 Drama Premieres with Aviva




  Results
  •   ITV delivered over and above in terms of the number of hours and episodes in the deal.
      The majority of programmes performed better the predicted, with the average episodes
      delivering over 8 ABC1 ad TVRs.

  •   All activations improved phase on phase as a result of key learning‟s from each phase
      being applied to the next phase. All the platforms were deemed successful, with some
      fantastic results especially in the download of the game.

  •   Across the online and interactive approximately 40,000 entered the competitions and
      1,466 potential customers opted in to receive more information on products and services.

  •   M&L opportunities were successfully used to amplify sponsorship beyond activation.
ITV1 Drama Premieres with Aviva


 Research findings:
 In conjunction with SPA, ITV conducted a piece of research to establish how the sponsorship was
 performing against the following key objectives: Standout, creative review, efficacy and clarity.

 The results collected were from a pre wave conducted in July 2009 and a mid stage wave in January
 2010. Key research results were as follows:
 •   Total sponsorship awareness is extremely high at 75% amongst viewers – SPA norm of 52%
 •   Spontaneous recall centres on „Aviva life insurance‟, with a positive main message of „all
     insurance needs‟ and „get covered‟
 •   Diagnostically the sponsorship performed well amongst viewers. It is deemed to be appropriate,
     easy to understand and 86% of viewers enjoyed watching it
 •   The sponsorship is having a positive impact on awareness, particularly at a top of mind level
     with recall being 6% than SPA norms
 •   The sponsorship has impacted positively upon brand image with viewers more positive than non
     viewers across most keys statements
 •   The excellent awareness and positive diagnostic reaction is beginning to filter down to call to
     action with viewers directionally more likely than non viewers to claim they are likely to use
     Aviva products in the future
ITV1 Drama Premieres with Aviva

 Bhavit Chandrani – Head of ITV Sponsorship
 “Aviva have been fantastic partners for ITV with sponsorship of our Drama Premieres strand over the last 12
 months. The sponsorship bumpers, “Life‟s Little Dramas”, tie in excellently with the content, replicating the high
 production values of the programming while also relaying Aviva‟s core message and product portfolio in a subtle but
 effective way. Off-screen, Aviva have utilised the full range of ITV‟s platforms with a highly successful activation
 plan. In particular, the Aviva Batak Challenge which ran on mobile and on line is one of ITV‟s most downloaded and
 used games ever.”




Sue Helmont – Head of Brand (UK)                                    Laura Mackie – ITV Director of Drama
                                                                    "It's fantastic for ITV drama to have a high quality sponsor
“Sponsorship of ITV1 Drama Premieres has allowed our
                                                                    like Aviva for our Drama Premieres. We have a really
brand to reach a broad and varied audience at peak                  strong and varied range of titles and Aviva are the perfect
viewing times throughout the year.                                  fit for these".


Its a cost effective way of buying media coverage and
gives our advertising across Life and GI an uplift in
spontaneous brand awareness. This is important because
being aware of a company means you are more likely to
buy from them - and that's our ultimate goal! “

				
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