CGU adds to Tall Poppy campaign with Bourke Street Mall’s first 3D billboard
Following an unusual and somewhat divisive five-minute long campaign launch film aired during 60 minutes last month, IAG Insurance Group’s CGU Insurance has added several new integrations to its Tall Poppy campaign via a multi-agency collaboration between Thinkerbell, Initiative and The Jim Henderson Company.
The integrated campaign has been evolved to incorporate multiple new executions including a 3D billboard, hard-cover book and social placements across LinkedIn.
In partnership with Initiative CGU has developed a full outdoor media plan with a 3D billboard featuring an eight-minute anamorphic full motion experience in Melbourne. The brand is the first to use oOh! Media’s six storey screen ‘The Bourke’ for this type of execution, which will run until the 3rd of April.
Located at Melbourne’s Bourke Street Mall, the billboard, which shows Tall Poppy breaking the fourth wall and stepping out to interact with the real life environment, will be seen by 100,000 pedestrians who pass the site everyday.
Working with independent agency Thinkerbell, CGU Insurance has also brought the story of Tall Poppy to life in a hard-cover book published by Hardie Grant and illustrated by best-selling illustrator Heath McKenzie. The book will be distributed to Australian insurance brokers.
The integrations also include a 3D style social media placement across LinkedIn. In the placement, Tall Poppy steps out of the frame of the social media post, appear to step out of the screen and into the LinkedIn feed.
IAG chief marketing officer Brent Smart said “CGU is a brand all about ambition, which demands ambitious creative ideas and ambitious media ideas to match. I love that we are going beyond the typical use of out of home and social to really bring the Tall Poppy idea to life.”
Initial data from Smart has indicated that the response to the campaign has so far been strong, driving talkability across small business and insurance broker target segments, as well as driving a larger cultural conversation.
The original five-minute film featured recently in Mumbrella’s Campaign Review, with industry professionals offering their take on the bold and unusual campaign.
Credits
Client: CGU Insurance
IAG Chief Marketing Officer: Brent Smart
IAG Executive Manager, Intermediated Brands: George Exikanas
Integrated Communications Manager: Cath Bosson
Integrated Communications Specialist: Catherine Verge
Media Specialist: Lisa Jarvis
Media Lead: Tom Dodd
Corporate Communications Manager: Alexandra Peard
Media: Initiative
Managing Director: Sam Geer
Chief Strategy Officer: Chris Colter
Group Business Director: Elyse Foley
Communications Design Director: Emma Greenhalgh
Client Director: Alison Bongailas
Partnerships Director: Jessica Scott
Partnerships Manager: Nathan Vega
Creative and Earned: Thinkerbell
Head Brand Thinker: Gerry Cyron
National Chief Creative Tinker: Jim Ingram
Head Creative Tinker: Sesh Moodley
Lead Tinker: Simon Dall
Lead Tinker: Jasmine Subrata
Design Tinker: Morgan Brown
Head Group Thinker: Ruth Hatch
Lead Thinker: Imagene Callinan
Thinker: Sally Irving
National Head Production Tinker: Grant Anderson
Lead Production Tinker: Jessica Campbell
Production Tinker: Ruby Abrahim
National Head Earned and Owned Thinker: Anjana Khallouf
Lead Earned Thinker: Lauren Myers
Chief Thinker: Adam Ferrier
General Manager (North): Katie Dally
Chief Executive Officer: Margie Reid
Production
Tall Poppy Film: Produced by The Jim Henson Company, CGU Insurance and Thinkerbell. Directed by Brian Henson.
Film puppets and character model for 3D Billboard: Jim Henson’s Creature Shop
Post Production (3D Billboard): Heckler
ECD & VFX Supervisor: Jamie Watson
SFX Post Producer: Coralie Tapper
ECD: Jamie Watson
Head of VFX: Tom Corbett
Creative Director: Mark Simpson
Lead Character Animator: Chris Mayne
3D Previs Animator: Rachel Tedesco
3D Modelling & Layout: Phillip Wang & Edward Hassan
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