Results and Effectiveness

Aviva successfully engaged its brand across segments of Singaporeans via setting a Guinness World Record. Over 600 people participated in the attempt, inclusive of Singapore's national players. Record was set with 96 different people each hitting a shot in one continuous rally. Paul Hughes, Aviva Director of Strategic Development said, “We are ecstatic about setting a world record in the run up to the AOS and pleased with the way the Aviva brand had engaged with Singaporean community across all segments and generations via this unique idea.” Official Guinness World Records adjudicator Rob Molloy was on-site to verify the achievement.

Creative Execution

Conceptualized Big Idea: Aviva World’s Largest Badminton Rally Record. To leverage on the hype of the upcoming AOS 2009, Aviva organized a record attempt for World’s Largest Badminton Rally involving a large number of audience. • Provided an avenue for Aviva to create a conversation with the heartlanders. • The record attempt became the strategic link between Aviva and the target audience. Pre-Qualifying Round: Aviva Pre-Qualifier stations were set-up at key badminton sports halls. Participants had to go through tests on Speed, Agility and Precision in order to qualify for the record attempt the following weekend. Blitzes were done at all sports halls to recruit participants. The Rally: Aviva World’s Largest Badminton Rally event was held at Raffles City Atrium. Role of Media: Press, Radio, Digital and large banners at Raffles City were used to raise awareness and drive traffic to the venue to watch history in the making.

Insights, Strategy and the Idea

The Aviva Open Singapore is a core sponsorship asset for Aviva in Singapore. The sponsorship is seen as a long-term vision to promote healthy lifestyles and foster sporting excellence. Despite increasing awareness, there is no instant clarity on what Aviva stands for or offers. The primary purpose is to raise the familiarity of the brand’s core business – providing protection, savings and investments solutions. The connection between sports and finance are built around linking the core disciplines needed to attain physical health to the very same skills needed to attain financial health. Key Insight: To have both health as well as wealth as one advances in years is the wish of every Singaporean. Aviva’s desire is to encourage and partner Singaporeans in their pursuit of the above two goals, and to be actively creating opportunities and platforms to allow for the realization of a long and good life for all.