Customers are being asked to upload their photo and a personal message about what matters most to them to the company’s Facebook page. In return, they will receive a collage of words in the shape of their face.
A random selection will be chosen and projected with photos on the flytower of the National Theatre’s Lyttelton Theatre. Campaign images will also be displayed at Paris’ Charles De Gaulle and London City airports.
Aviva claims that almost 60,000 people from more than 200 countries submitted photos.
Amanda Mackenzie, Aviva’s chief marketing officer, says that the campaign aims to demonstrates that Aviva sees customers as individuals.
She adds: “You are the Big Picture reflects our commitment to doing things differently, and it’s symbolic of our commitment to putting people first. By treating our customers as individuals – listening to their needs and engaging with them – we can connect with them more powerfully.”