GIO encourages Aussies to ‘Protect Precious’ in new brand campaign via Ogilvy Australia
GIO has launched a new brand platform via Ogilvy, signifying a new direction for the leading insurance provider.
With new ‘Protect Precious’ positioning, the campaign takes a fresh approach within a category often operating in moments of disaster. The campaign instead focusses on the deeply personal, sometimes quirky reasons why things are precious, and why those meaningful connections deserve quality insurance.
Using the language ‘If it’s precious to you, protect it with us’, the campaign demonstrates that belongings don’t have to be expensive, or moments life-changing, to need insuring. They just have to be special.
Suncorp EGM Brand & Customer Experience Mim Haysom explains: “Our new GIO ‘Protect Precious’ campaign shows that GIO understands how different things can have different importance to customers, and in some instances things not worth a huge amount of money can still be incredibly precious to people, so they want to protect them. As a trusted and quality insurer, we are there to celebrate and protect our customers’ most precious things.”
The campaign is on air from this week across TV, cinema, BVOD and SVOD, online, social, OOH, radio, digital audio, digital display and 1:1 channels, with product-specific executions for home, motor and SME insurance.
Throughout the campaign, stories of various precious items are explored, starting with opening titles like a short film. For instance, the Car Insurance commercial is titled ‘Your Precious Pierre’ and tells the story of the driver Peter, and his precious hatchback Pierre. The story follows Peter as he moves his life from the country to the city, with Pierre playing an important part of this life stage.
Ogilvy Australia ECD Hilary Badger said: “We all have things we feel are worthy of protecting. That’s a deeply human story to tell. Why do we value our things? What do they mean to us? That is very emotive territory to explore for insurance. And it explains why quality insurance cover matters so much. Not everyone has a car named Pierre or a home with turret. But we can all relate to those quirky, perhaps irrational, attachments. This campaign has been a wonderful opportunity for us to create a unique, positive storytelling tone in a category that often dwells on what can go wrong.”
Client: GIO (Suncorp)
Mim Haysom: CMO/EGM Brand & Customer Experience
Rapthi Thanapalasingam: Head of Brand & Content
Mark Condon: GIO Marketing Manager
Bryony Nickless: GIO Marketing Manager
Creative Agency: Ogilvy Australia
Production Agency: Hogarth
Media Agency: OMD
Production: Revolver
Director: Leilani Croucher
Stills: James Geer
Post-Production: Heckler
Editor, Colourist + Motion Designer: Scott Stirling
Sound & Music: Rumble
Retouching Studio: Studio ADFX
TVC Stills Photographer: Stefan Wellsmore
23 Comments
These are really lovely, well done Leilani!
No creative credits.Always makes me wonder.
Agreed. I swear Pamela Rabe is the v/o.
Yes it definitely is.
That’s just annoying. Voiceover/music grates and the ad is about 60 secs too long. Just saying…
Yes, same.. it’s definitely Pamela Rabe!
These spots are just delightful
Why didn’t I get cast?
If I’m not hitting a small car, how will people know it’s an insurance ad?
😉
Pretty telling when the creatives names aren’t listed….
These spots are incredibly relatable.
have you ever thought that no creative credits means that the agency feel that a campaign coming to life is a team effort for all involved.
For all those Australians who have a turret.
We needs it. Must have the precious.
Everybody reading these comments knows that’s not true.
That could have been for any insurer at any point of history in any country ever. What a brandless piece of advertising. No soul, no purpose. We’re at a crossroads where AI is threatening to eat up the generic middle of the road.
The work from Ogilvy lately has a nice, refreshing level of sophistication. Keep believing.
Said nobody, ever. Well nobody apart from you, m’lord.
its hard to get a line that has story and speaks to the service/product. Good job
is too old to be playing with soft toy dragons and a cardboard castle, surely a pre-schooler would have been a better fit.
The voice on these ads are annoying AF. Sounds absolutely terrible
I LOVE this precious ad. The music & woman’s voice are addictive!
Here after searching to check if it’s Pamela Rabe!
I find the ads difficult to understand and frustrating. From my experience with insuring older/cheap cars they are very quickly written off rather than repaired and the car is never seen again. I.e it is not protected. Has the process changed?