open rate on email in response to Hurricane Maria, with an overall campaign turnaround reduced from three weeks to an average of four days
cost per acquisition reduction for search
average increase in open rate on emails compared to previous year
With consumers becoming increasingly immune to the noise of standard marketing communication, 16 million customers in the UK and heritage of growth through acquisition, Aviva recognised they needed to focus reform on three things: its legacy of inherited disparate data sets, a disconnected marketing technology stack and restructuring a siloed organisation.
To remain relevant in the new world, Aviva had to completely shift focus from products to customers.
In order to speak to individual customers, Aviva needed all its data in one place, to rethink their approach to marketing. It was time to implement a People-Based Marketing model.
To make this bold and brave transition, Aviva partnered with Merkle to shift its marketing approach, moving away from traditional product-led marketing strategies to customer-centric communications.
Aviva chose the Adobe Marketing Cloud to enable this new strategy. By linking these technologies together information, insights and audiences could be shared and, for the first time, anonymous online data brought together with rich CRM data to drive personalisation. It wasn’t enough to simply implement the tech, Aviva needed to take a leap of faith and re-structure their entire way of working.
So, with Merkle’s help, Aviva took the bold move to completely reorganise a strong marketing department into multi-functional teams, making it a truly agile environment. Using the data, technology and organisational approach change, Aviva has determined not what product to sell, but what is right for the customer.
49% open rate on email in response to Hurricane Maria, with an overall campaign turnaround reduced from three weeks to an average of four days.
-70% cost per acquisition reduction for search. Through using a DMP to drive results, there has also been a 400% increase in sales through display with a 40% reduction in CTA.
+32% average increase in open rate on emails compared to 2016, with an average 3x response rate over the same span.
50% of outbound emails that are now automated by recognising behavioural rather than product triggers.
+494% increase in cross-sell quotes as more personalised journeys have been rolled out, with the figure set to increase.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
The Display Manager at Dentsu Aegis Network Bulgaria is responsible for the overall delivery of digital display and performance solutions for clients. The role is expected to lead the client rel...
360i: National Geographic
Using voice technology to democratize veterans’ access to mental healthcare.
Firstborn created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience.
gyro: Snuffed Out Marine Life
The Surfrider Foundation ran a campaign to raise awareness of the issue of cigarette butt litter and the effect that this litter has on our coasts and waterways.
NBS created an online platform to connect blind people with companions which was designed to be totally accessible to the visually impaired and used native APIs from each device.
Grip: Testicular Cancer Canada
Grip invited Canadians to share their most hilarious, most mortifying stories to show that compared to lots of other stuff we all go through, talking to your doctor about your testicles is hardl...