Suncorp invites Australians to money with Sunny in newly launched campaign via Publicis Groupe
At a time when more than two thirds of Australians are feeling confused and concerned about their finances, Suncorp via Publicis Groupe, is revolutionising the financial services category with a new creative platform focused on making the complex simple.
In a move that expands the brand beyond the sunshine state, Suncorp’s strategic approach is all about helping Australians focus on what they do with their money today to spend and save better.
Launched nationally this week, the new brand positioning starts with the introduction of Sunny – a straight- talking 10-year-old girl who personifies the confidence and optimism Suncorp aims to instil in their nine million customers.
Sunny is positioned as a voice of reason when it comes to keeping money matters simple and inspires Australians to spend better, save better and dream bigger.
Suncorp EGM brand and marketing Kristi Woolrych said the approach was inspired by the fact that as adults we tend to live in the what-if, while kids live in the what-is, the now.
Says Woolrych: “Our research tells us that money is the number one anxiety for many Australians, and they’re lacking confidence and knowledge to take control of their finances.
“Sunny aims to give Australians simple steps to spend better and save better through insights, support and tools to help them make positive choices about how they approach their finances.
“It’s also about helping customers dream bigger, and for us that means enabling them to chase their goals and protect the things that matter.
“The creative is underpinned by a suite of competitive products as well as our new Suncorp Benefits program that helps our customers save on everyday things that eat into their finances, like groceries and fuel.”
Publicis Groupe’s managing director Simone Waugh said the campaign has been designed to appeal to the inner-optimism inside all of us.
Says Waugh: “We know Australians are overwhelmed by where they want to be in their future and how they’re going to get there – so they do nothing.
“Finances should be a family conversation and the style of the communication should help this.
“The Sunny campaign leverages Suncorp’s 100-year heritage in being there for customers in the moments that matter most. Sunny marks a new era for the Suncorp brand and will make banking and insurance tasks easier and ultimately make dreams feel more attainable.”
Over the next 12 months, Suncorp with continue to roll out the creative position nationally across its full range of banking, insurance and investment products and services.
The creative will also be activated in Suncorp’s national retail network and embedded in its partnership with Netball Australia that is building a nation of confident girls and championing the importance of participation in sport.
Suncorp: Kristi Woolrych, Tammy Hall
Publicis Managing Director: Simone Waugh
Executive Creative Director: Ryan Petie
Strategy Director: Mike Redfern
Business Director: Vanessa West
Digital Director: Alexandra Sundqvist
Chief Client Officer: Carl Colman
Head of Content and Broadcast: Vicki Lee
Agency Producer: Natalie Mitchell
Creative Lead: David Schaak
Creative Lead: Kirsten Twigg
Production Company: Goodoil
Executive Producer: Juliet Bishop
Director: Adam Stevens
Producers: Mark Foster / Chana McLallen
DOP: Lachlan Milne
Offline: The Editors
Lead Editor: Bernard Garry
Editor: Grace Eyre
Post Producer: Daniel Fry
Colour Grader: Billy Wychgel
Post & Audio Production – Cutting Edge
Online/Compositing: Steve Leacey / Glenn Cone
Sound: Mike Lange
Post Producer: Kristie Gooden
VFX (3d Piggy Bank): Alt.VFX
40 Comments
Nice one Schaaky…so thats where you have been.
me likey
bus decal nice touch
They should have saved the money they spent on that ad. So many levels of cringe.
Nice idea and execution. Made me smile.
But an interesting time to be putting your head above the parapet…
What the hell is this?!
It’s terrible on all levels and will never make me switch banks.
Using a well known song with semi-relevant lyrics with a young kid singing it is not an idea.
“Are you ready to money with Sunny” …. please!
It’s so naff, so cheesy. Suncorp … Sundork more like.
I somehow thought Suncorp was smarter than this. Shame.
You may have a point, but you lost me at Sundork 😂 I’m suspending judgement on this one until I see what comes next. It’s certainly different for the category. Not sure whether that’s going to be good for them or not yet. But I remain open minded. Sunny is a cute kid!
So disappointing , what the hell are they trying to say or sell? Lack of branding is rife – Publicis what have you done – and it’s even second time fail.
What a load of ….!
And I hate comments that say “I’m suspending judgement on this one until I see what comes next”. That’s not how it works. The audience doesn’t judge work like that! I can’t see the audience go …’oh that was terrible, but hang on, l might just see what they do next before passing judgement’.
Clearly that comment has come from someone who is trying to justify this nonsense. It’s so obvious 😂.
Publicis/Suncorp you need a reality check.
The Suncorp identity has been upgraded in an attempt to look smart and fresh, unfortunately this work doesn’t live up to it.
Is this what every campaign looks like now? People incongruously dancing, twerking, dabbing, salt bae-ing to hip-hop? Air Tasker, Optus Get Splashy, Suncorp et al. It’s the fucken pits.
this is a job done with an idea and a heart – for Suncorp. I just wanna say stop throwing shade. leave this campaign alone. its coming from a good place and you know it. it does not deserve anything negative. pick on something else fuckers. you vultures are really starving and it shows.
Another precocious child add. Thank goodness for remote controls.
Truly embarrassing.
This promotion shows a young child illegally keeping money found on the street and stealing a for sale sign from a car yard all while there is a royal commission into the poor behaviour of the banking sector. This promotion proves that Suncorp are just another dishonest bank like the rest of them!
Hey “Please”
You said “this is a job done with an idea and a heart – for Suncorp.”
Could you “please” explain what the big idea is?
It’s not hitting me.
I’m Just loving the $20 STOLEN by a child ad. (Yes you are required to lodge found cash at a Police Station)
And what about that soundtrack for the new ad….
“What what what what
I’m gonna pop some tags
Only got twenty dollars in my pocket
I, I, I’m hunting, looking for a come-up
This is fucking awesome
Nah walk up to the club like, what up, I got a big cock!…”
Enough said – Suncorp have totally lost the plot and their advertising agency is a moronic bunch of retarded fuckwits.
There is so many things wrong with this advert. I became increasingly more concerned, when this article stated that 2/3 Australians are feeling confused and concerned about their finances, so Suncorp’s solution is to bring on board ‘Sunny-’ a 10 year old brat, who they feel reflects their brand. If, as a society, we have to turn to little children for financial confidence, we should just call it quits, because we have lost the plot!. I am thankful that I don’t bank with Suncorp, for if breaking the law, being selfish by dragging her poor mother through stores, and greed is what Suncorp is about. No thanks!
This ad has severely damaged my confidence in Suncorp.
I have several 5 year term deposits with Suncorp about to mature.
Not millions in business, but high 6 figures in total.
With such poor management approving this ad, I am highly unlikely to
keep my investments with Suncorp in future.
The upside could be that Suncorp have to try to stop the flood of money now exiting their bank because of this dreadful ad, so they might actually increase deposit interest rates.
This is the most ridiculous advert. Glad you have withdrawn the twenty dollars found on road. Get with it. This add has no real meaning. Not sure even what you are advertiding but go and spend money. Wrong advertising. This advert irks us and friends when it comes on.
So disappointed Suncorp didn’t run the full version of this ad.Not only because it showed Sunny returning the money but because it was bloody brilliant. I was angry when they cut out the part where she found the money because I felt they gave in to a minority group.I was watching the ad on Facebook and of the 50K plus who viewed it, there were only about 200 or so negative comments.The song Thrift Shop made it to no.1 on the charts in most countries when it was released in 2012 so it would appeal to a lot of people in the age group that they would want to target.Love the ad, love the song and am totally in love with the actress who plays Sunny.Cant wait to see what comes next.
You use a child to support drug usage and maintain it by staying high. You must be joking. Your PR department tells me that they like the energy of the song I am not surprised they are probably high as well.
Disgusted
I think the only person who’s high at the moment is Owen. If that’s not the case then a glass of prune juice might work Owen.
I really wouldn’t take any financial advice from a 10 year old.
Very. Bad. Advertisement.
My comment is i love Sunny …… all very catchy and interesting
That kid HAS to be a producers daughter!! I bet she didn’t go through an audition process, she’s a very mediocre dance kid…
It’s an awful ad… Encouraging children to keep money they find, allow old men to pick them up… The ads just get worse as they roll out!
Little brat, alright, Cathie! Why should anyone ‘listen’ to a Ten-year-old, especially with that attitude? Running rampant through the street and shops (with a curiously overaccommodating mother in tow), mocking the electronic appliance store staff, and finally, joyfully celebrating the busted plumbing in the kitchen and the resultant (albeit apparently insured) water damage. This last act is of particularly poor taste, given the history of natural disasters and subsequent heartbreak in Queensland, where Suncorp is headquartered! Nooooo thank you >:(
Uhmmm…….you are aware that this is just an ad aren’t you.Its not real life and the people are acting….Get a grip on reality. You have obviously spent a lot of time watching the ads as you seem to know so much about them.Therefore job well done Suncorp.
Nana said:
So disappointed Suncorp didn’t run the full version of this ad.Not only because it showed Sunny returning the money but because it was bloody brilliant.
Before reading your comment jus tnow, I never knew there was a long version! I’ve only ever seen the 30-second version here in SEQ. It’s stupid of Suncorp not to show the full version. For anybody else who hasn’t seen it: https://www.youtube.com/watch?v=TX-5FdXbyoY
For an agency that’s been PRing itself so heavily lately I was expecting bigger things. This campaign fails on all fronts to break new ground and is a major disappointment. The insights sound believable but the ads fail to deliver on the strategy I read about. Word on the street is $4.5m to produce! Fuck! A massive fail and will be short-lived.
Dreadful ad ! Annoying child, and smacks of dishonesty, just the message you want to portray for a financial institution………
Money with Sunny! Not bloody likely. Most irritating little brat on TV. This advert is a channel changer if there ever was.
Cringeworthy is an understatement. The program I have been watching tonight must have run the Suncorp ad at least 10 times this past hour. That child opening her umbrella indoors and tap dancing in gold lame gumboots while wearing a pink tutu, has to be the most annoyingly useless ad on TV!!!!!
The only thing that I find memorable about these ‘Suncorp’ ads is the appalling dress sense the child seems to have in the clothing the producers make her wear. Gawd….if my mother had put me in these outfits when I was 10 years old, I would have reported her to child welfare.
These ads are completely stupid and the only effect they have is in making sure I will NEVER bank with Suncorp!!!
These are the things wrong the sunny ads.
1. Stealing a ‘for sale ‘ sign
2. Using hi fi equipment without permission at a store
3. Dancing in the water from the broken pipe , instead of getting her parents or turning the water off.
4. Talking to guys well over 20 years old at the skate park , while the idiot mother looks on.
Suncorp you are crooks , just like the rest of them .
The child may well be cute but her dancing and acting are sadly lacking… just like the add
Hi Sam, As a friend of the family,I can confirm that Sunny wasn’t chosen for her acting or dancing ability and had never even had a dancing lesson as they wanted her to come across as a child who dresses and dances in her own unique way and not as a trained dancer would.She was chosen from a lengthy audition process involving beautiful and talented girls from all over Australia as she fitted the role.Considering she was thrown in at the deep end ,had to learn scripts,and dance routines,be on set at 6am some days and perform in front of dozens of onlookers,I think the has done an incredible job and know that everyone who knows her is very proud.
This is the most annoying girl on the current Suncorp ads, we turn over the channel every time she comes on
I’m huntin’ for a come-up…. How bout you Nana? This is FUCKING AWESOME!
Wow Sauce I am going to blank out the F word as they did in the ad.I don’t have a problem with the word myself but some people reading this might so I will be respectful.Yes I do think this is ******* awesome.Suncorp must think it’s *******awesome also because they have just made a heap more ads.Sunny thinks it’s ******* awesome every time she deposits her earnings into her bank account.Why don’t you check out Sunnys Truth Bombs on YouTube because they are *******awesome.There are 7 of them which should keep the haters happy for a *******awsome long time.lol.
Yes. Let’s all take financial advice from a 10 year old brat. With a backing track with words in the lyrics like big cock and fucking awesome. Twits
What a precocious nauseating little girl. How much does she get paid for that
annoying add?