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.
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.
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.
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.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
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.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
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.
Vizeum: Carling Black Label
The Carling Cup appeal had began to fade, impacting relevance and sales. The CBL Cup was re-launched with a new mission – to Change The Game. Fans Now controlled what would be impacted in the ga...
Magpie: a 100% AI-driven multi-channel marketing campaign
dentsu x: No Name
No name reintroduced the brand to a new generation of Canadian shoppers through a multi-touchpoint campaign that drove comprehension of Simple Check and increased the consumer’s overall quality ...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Engaging a young audience by breaking the taboo of talking about first periods.
Isobar helped Enterprise, a multi-billion dollar business, achieve double digit growth in sales through its web channels and used digital to accelerate expansion into 25+ countries.
360i: National Geographic
Using voice technology to democratize veterans’ access to mental healthcare.