CGU adds to Tall Poppy campaign with Bourke Street Mall’s first 3D billboard

Kalila Welch

March 29, 2022 10:15

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.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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