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Aviva wanted to significantly increase their awareness among the general public and reflect their tagline ‘No One Recognises You Better than Aviva’.


The aim was to place customers at the heart of Aviva’s business. Metro ran 4 page cover wraps with different creatives in each city and also designed 5 bespoke vertical half page adverts. To maximize the impact, street promoters distributed copies in targeted areas of the 3 cities: London, Paris and Warsaw. Metro readers were asked to enter a competition to upload their favourite photos onto the Aviva and Facebook websites, giving them the chance to win their image projected onto buildings in the 3 cities.


An integrated campaign that helped deliver great results.

  • 30,000+ people uploaded their photos via the Aviva and Facebook sites. These images were projected onto buildings across Europe.
  • 94% of the respondents who read the newspaper remembered seeing the ‘Be the big picture’ Aviva advertisement.
  • 40% of readers said they would like to find out more about Aviva after seeing the advertising campaign.