CGU Insurance highlights migrant-owned small businesses in latest campaign
CGU Insurance has launched its latest campaign ‘Australian as it Gets’ focusing on migrants and refugees who have become Australian business owners.
The campaign is based on a ‘Migrant Small Business Report‘ which found that out of all Australian small businesses one out of three are owned by migrants and 83% of migrant business owners did not own a business before moving to Australia.
The first of the one minute spots details Hamid’s story, a refugee from Iran and an owner of a painting business.
“Grit, hard work, resilience, Australian as it gets” is the tagline used at the conclusion of the ad.
Other refugees and migrants featured include Lorenzo Perafan who moved from Colombia and started Kogi Coffee, Usman Iftikhar who migrated from Pakistan and lunched Catalysr and Nikalas Olsson who was originally born in Sweden but moved to Australia and co-founded Balto.
The Monkeys were appointed to handle the creative account for both NRMA Insurance and CGU in September last year.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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A story well told!
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Hi, just wondering does anyone know what’s the name of the song and artist used for this ad, thanks heaps
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Ok got the answer, the song featured in the ad is ‘The Maze’ by Manchester Orchestra 🙂
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CGU didnt help the guy start the business. A bit tenuous .
Preferred the last campaign which said they help see it through. It’s insurance after all. Not a bank.
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Great ad! Pure reality!
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Honestly, one of the greatest bands I’ve ever heard. Their first 3 albums are, start to finish, amazing
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Advertisement of “Hamid’s Story” for CGU Insurance was inspirational and emotional. 90 seconds of demonstrating resilience of the human spirit you forget that it’s an insurance advertisement. It also provides social awareness displaying that as human beings we all want safety and wellness for our families irrespective of our backgrounds, colour or religion. In times were “fear” is being used as weapon to erode social responsibility and peace, this advertisement digs deep into self awareness and brings to light our own unconscious biases. Great job and nicely done.
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The advert was the perfect example of highly targeted persona advertising I’ve seen in a while. Well thought through and beautifully executed. I fit perfectly in that target market, and it made me consider switching my business insurance just in appreciation of the effort. Two thumbs up.
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