Aviva Launches ‘back The Team’ Campaign
Aviva is calling on the British public to get behind the Aviva GB & NI Athletics Team with a new campaign under the banner of Back the Team.
With only a few months left for athletes to prepare themselves ahead of the Olympic Games, the long-time athletics sponsor has launched a through-the-line campaign, including national press and online advertising, PR, experiential and social media to bring the nation together in support of the country’s best athletes.
The campaign was created by Balloon Dog and Hill & Knowlton Strategies and will be asking fans to register their support in return for the chance to win prizes including a day with Aviva ambassador Jessica Ennis.
‘Talking to a number of the athletes, it became clear that competing in front of home crowds this summer is something our athletes are incredibly motivated by and looking forward to,’ explained Anne Filatotchev, marketing director at Aviva UK. ‘They also believe it will help them perform better.
‘Wrapping yourself in a Union Jack flag at the end of a race or event in celebration is synonymous with athletics. We wanted to take that a stage further and get the British public engaged and using the pose to demonstrate their support.’
As well as posting messages, pictures and videos, people will be able to show their support for the Aviva GB & NI Team on Twitte will host exclusive interviews and content.
Ennis commented: ‘Aviva has always supported me and my fellow athletes in the GB Team both when things are going well and also when they are not going so well, and ahead of an important time for athletics, this campaign captures Aviva’s support for athletes. I know I will enjoy receiving everyone’s pictures and messages of support and know all of the team will feel the same.’
