News

GIO understands insurance needs of NSW families aren’t average

Insurer GIO has kicked off a new campaign positioning itself as the insurance brand that understands home and car insurance needs of NSW families are “anything but average”.

The campaign, from Leo Burnett Sydney, promotes the brand’s different levels of insurance protection through juxtaposing images of “anything but average” NSW families with narration about the average family, ending with the tagline “We know your family is anything but average”.

https://www.youtube.com/watch?v=lLDqvm1yyXU

Andy DiLallo, chief creative officer Leo Burnett Sydney said in a statement: “The idea came from research GIO carried out, reinforcing that personal relevance is really important for insurance customers. People are not average. We know that they’re not average and that’s why GIO offers different levels of cover.

” The conceptual idea is all around facts and figures. But unlike many insurance companies, GIO are looking at the real people behind the numbers and how they can best meet each individual’s needs.”

The TV commercials, which GIO says features real NSW families, are supported by a fully integrated campaign spanning radio, outdoor and online, with a “participation element” for consumers in 2014.

Chris Wilton, executive manager, marketing for GIO Insurance said in a statement: “There is no such thing as an ‘average’ family when it comes to insurance. By showing some of the multitude of ways the needs and lives of real, everyday families differ from the so-called ‘average’, GIO is able to highlight the relevance of its different features and levels of cover when it comes to protecting real people. What better way to do this than through telling the true stories of real people and their families.”

https://www.youtube.com/watch?v=D3AM18oxstw

https://www.youtube.com/watch?v=pLftdIinMZk

Credits:

Client: GIO

  • Michelle Vanzella – Head of Customer, Brand & Marketing – Suncorp Group Personal Insurance
  • Chris Wilton – Executive Manager, Marketing – GIO
  • Kate Barlow – Brand Manager – GIO

Agency: Leo Burnett Sydney

  • Chief Creative Officer – Andy DiLallo
  • Creative Directors – Pim Van Nunen and Scott Huebscher
  • Art Director – JJ Winlove
  • Copywriter – Gary Williams
  • Agency TV Producer – Bill Doig
  • Agency Print Producer – Michelle Browne and Jeremy De Villiers
  • Group Business Director – Suzie Baker
  • Senior Business Director – Tanya Vragalis

Production Company: Exit Films

  • Director – Mark Molloy
  • Producer – Alice Grant

Editing: The Butchery

Post: Method Studios

Sound Design: Song Zu

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