During the 2011-12 season, Aviva is partnering with Bath University's psychology and physiology research department to scientifically prove which Aviva Premiership club has the league's most passionate rugby fans. The idea of the Most Passionate Fan campaign was to re-enforce Aviva's position as title sponsor and drive deeper fan engagement. The initiative is also helping Aviva bring to life its brand promise - 'No-one recognises you like Aviva' - with the most passionate supporters of the club game across England.

To re-enforce Aviva's position as title sponsor and drive deeper fan engagement.

Hill and Knowlton recruited fans to take part in the experiment, selling the story into media and liaison with clubs to ensure smooth-running match day experiment.

The campaign spearheaded Aviva's first significant move into the Social media space, driving interaction with fans through Aviva Premiership and club Facebook, Twitter and YouTube pages as well as national/regional broadcast and print media coverage, reaching an accumulative Twitter reach of over 75,000 and 3,000 views on YouTube.