Apia unveils ‘Get Set. Go.’ campaign via Leo Burnett Sydney, offering over 50s a world of possibilities


Apia, part of the Suncorp’s network of brands, has launched ‘Get Set. Go’ in partnership with Leo Burnett Sydney.


The new platform speaks to an increasingly diverse and growing audience in the competitive over 50s insurance sector and reaffirms Apia’s position in understanding the needs of their over 50s customers and providing products and services exclusively designed for them.

The campaign works on two levels: ‘Get Set’ represents the pragmatic benefits that Apia delivers – the ease, convenience and peace of mind that customers receive with Apia, including service tips, help and advice. ‘Go’ speaks to a more emotional promise – the good life, in all its forms. It inspires over 50s to embrace the amazing opportunities and experiences they deserve.

Says Mark Behr, executive manager, marketing insurance, Suncorp: “At Apia, we’re renowned as experts in the over 50s life stage. As such, we know our customers like the peace of mind insurance offers, but they’ve got other things they’d rather be thinking about, like living full and interesting lives. That’s why we offer tailored cover, specialist service, advice and tips to help them get set up, so they can go and enjoy the good life.”

Says Jason Williams, chief creative officer, Leo Burnett Australia: “We wanted to create a platform idea that speaks to the unique mindset of the over 50 audience. These customers aren’t slowing down; they’re excited about the next chapter of their lives and want to embrace new possibilities.”

Client: Apia
Executive General Manager, Brand & Marketing / CMO: Mim Haysom
Executive Manager, Marketing Insurance: Mark Behr
Marketing Manager: Jo-Anne Tierney
Go to Market Lead: Amanda Wardle
Marketing Specialist: Farwah Ahmed
Creative Agency: Leo Burnett
National Executive Creative Director: Jason Williams
Executive Creative Director: Grant McAloon
Creative team: Marijke Spain & Eric Franken
Chief Client Partner: Madeleine Marsh
Senior Business Director: Bethany Ryan
Project Manager: Angela Pavlak
Director of Integrated Strategy: Ilona Janashvili
Producer: Justine Dooner
Production Company: Rabbit
Post House: Adam Wills Editing
Director: Ant McPhail
Sonar Music Composers – Jono Ma and Nicholas Routledge.
Sound: Sonar Music