ABOUT

In 2018, we designed ‘The Little Book of Data’, which delivered commercial success for Aviva Investors through direct client engagement – (Aviva Investors mailed their top-tier clients around 1,500 copies).

Last year’s book attracted such praise as “Boring, made beautiful. The attention to detail and tenacity is commendable” from Damian Totman, Global Creative Director, Bloomberg.

To leverage this success, it was imperative that ‘The Little Book of Data 2’ doubled down and delivered even greater creative and commercial success.

Concept
Consolidated the previous years’ book, The Little Book of Data is now an ownable industry publication showcasing Aviva Investor’s expertise and investment capabilities in a uniquely creative and visually-striking format.

This is unique in the asset management industry. An irony of financial services communication, particularly B2B institutional marketing, is that such a data-rich industry repeatedly fails to visualise data in a comprehensible and engaging way.

Execution
The Little Book of Data 2 is a coffee table book with over 90 pages and packed with 50 unique data visualisations. By blending creation and curation, the book visualises key global themes visualisation and is packaged as a whole to create a high-quality, high-impact book.

8,000 copies of the book were printed (sustainably) and distributed to key investment clients across 10 countries.

Results
A tall ask to better its predecessor, The Little Book of Data 2 is creatively more beautiful, and the data tells an even more compelling story. We have received similarly positive feedback from clients to last year, who now view the book as an annual treat. Trade media and social campaigns have also resulted in over 250 lead enquiries so far.

Recent feedback from the internal team:

“Congratulations on a superb piece of content marketing!"

"The Little Book of Data 2 has really struck a chord with our clients and prospects in Asia. So far we’ve received messages of thanks from 126 different people at 89 different client and prospect organisations in Asia. I’ve been covering Asia institutional for 15 years; I’ve never seen a response like this."

"It’s really been a fantastic door opener to many of the more difficult to access accounts"

With a great client response too:

"Many congratulations on a wonderful publication!"
Monetary Authority of Singapore

"I've spent hours looking at those interesting charts and graphs. It definitely puts many things into perspective from a big picture point of view. It was a great read."
Fosun International

"Impressive charts with interesting content"
Prudential Corporation Asia

"Fascinating research!"
Willis Towers Watson