Following the surge of national pride and positive sentiment generated by this week’s Jubilee celebrations, the campaign launched on 11th June centring on the iconic Union Jack image. The interactive campaign calls on the nation to get behind the Aviva GB & NI Athletics Team by taking action and engaging with the campaign. The User Generated Content element encourages readers to upload their photos of support for the British athletes on to a dedicated microsite. Participants are then eligible to win prizes ranging from a £6000 home entertainment system to a day with heptathlete champion Jessica Ennis. To get readers started, Aviva ‘Back the Team’ Union Jack flags and a glossy cover wrap calls on the nation to support the GB & NI Team. A final image selection will be featured as a commemorative Double-page spread montage on 13th July, creating a snapshot of a proud and celebratory pre-games nation within a Union Jack.
The multi-platform campaign looks to immerse urbanites via Metro’s many touch points, including a cover wrap, combined with an online news channel takeover supported by innovative video content led bellybands, plus direct to consumer engagement via Metro’s nationwide ‘Brand to hand’ program. All of which feature a call-to-action to support British Athletes and ‘Back the Team’.
Grant Woodthorpe, Executive Director, Sales and Commercial Development, Metro, said: “As the UK’s leading urban media brand, we’re perfectly positioned to host an innovative campaign of this kind and we’re delighted to working with Aviva on this exciting call-to-action. This campaign will engage with readers via print, online, and mobile and it’s a fantastic way to rally the nation for the Aviva GB & NI Athletics Team.”
Aviva has been backing the GB & NI Team since 1999 and its funding ensures that British athletes receive the “best possible support for competitions at home and abroad”.
Gerri Carr, Senior Sponsorship Manager, Aviva UK, said: “We are incredibly proud of our longstanding sponsorship of UK Athletics and in particular our support of the GB & NI Team. Talking to a number of the competitors, we know that performing in front of a home crowd is something our athletes are incredibly motivated by and looking forward to, so we hope that the British public will come out to show their support at Aviva Series events or tune into the BBC to watch them in action, wave their flags, and upload a photo to get involved and Back the Team this summer”
The deal was brokered by Zenith Optimedia’s Newcast team.
