Singapore – To launch the Ironman 70.3 Singapore 2010, Aviva has embarked on an integrated campaign spearheaded by BBDO/Proximity Singapore.
The campaign was built around a single truth that applies to both a race competition and life –
Preparation is critical. Targeting young exercise enthusiasts who are perfectionists when it comes to their own physical performance, Aviva illustrated the parallel between race preparation and preparation involved in all other aspects of life. Life goes beyond 70.3 miles; it is all about preparing for the race of your life and leaving nothing to chance.
“Preparation for life is key. Aviva helps our customers plan for their future through life, financial and other insurance products. We felt that preparation was the most suitable theme for this year’s Ironman competition. Being able to complete the event requires strength and stamina, but most importantly, it requires preparation. The campaign is fronted by two actual contestants that will be taking part in this year’s competition,” comments Joanna Ash, Head, Brand and Marketing Services, Aviva.
David Lim and Sarah Tan star in the new campaign. David is a full time swimming coach who focuses on coaching children. Swimming and playing basketball competitively in his youth, David has always been competitive. Using his experience, he is helping national athletes prepare for their own challenges on and off track. Sarah has been competing in triathlons for a number of years. Sarah overcame her fear of water by signing up for the Ironman and putting herself through intense training. Sarah has taken part in all the past Ironman competitions.
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“David and Sarah were an inspiration to all of us at the agency. Their stories were so rich with key attributes that linked so well with what Aviva stands for. Preparing for the Ironman is not very different from preparing for life,” adds Danny Searle, Chief Creative Officer, Singapore. “One should never stop planning and preparing for life and Aviva can help you achieve your dreams.”
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