CASE STUDY: Aviva Startrack - Giving Athletics X Factor Appeal
Provided by Hill and Knowlton
Hill and Knowlton manage the consumer PR campaign for Aviva Startrack by adding some "celebrity" to the scheme via Jedward.
What was the Challenge / Background of the Campaign?
Aviva Startrack is one of seven schemes comprising the Aviva Athletics Academy. Open to children aged 8-15, it provides opportunities for the next generation to develop their athletics skills through free taster sessions in the build up to London 2012. With London 2012 rapidly approaching, Aviva were keen to further demonstrate their commitment to athletics at every level of the sport. The ambition was to add some "celebrity" to the scheme and to reinforce the fun-factor of athletics, by signing X-Factor stars, Jedward as campaign ambassadors.
What was the Campaign Objective?
To further demonstrate their commitment to athletics and to add some "celebrity" to the scheme.
What was the Solution?
Combining a broader consumer appeal with their own personal passion for running, Jedward were the ideal front man team for the 2011 campaign. Hill and Knowlton were tasked with managing the consumer PR campaign as well as the delivery of ten nationwide ambassador master classes.
What were the Results?
Over 2,000 children attended 93 free taster sessions across the UK this summer. 22,000 kids participated in 600 standard Aviva Startrack schemes in 2011. Website traffic increased by 283% during recruitment period.