Goannas, cane toads and giant mud crabs wreak havoc in Queensland in Suncorp Insurance campaign
Suncorp has launched a Queensland-centric campaign, demonstrating its ‘unique’ understanding of quintessentially Queensland moments.
The campaign features events that Australians would only ever need insurance for in Queensland – from giant goanna home invasions, to cane toad plumbing problems, and even a ‘bloody big mud crab’ falling from the sky.
As the banking and insurance giant originated in the state, Suncorp’s new campaign argues that ‘No One Knows Queensland Like A Queenslander’.
Last time I checked most of Qld lives in South East Qld, none of the above happens there. This is a contrived effort. What’s next Cockroaches for the NSW campaign and Sandgropers for WA? The Suncorp brand has well and truly lost its way.
You’re right – but there is still a sizeable audience (I.e customers) that live outside of SEQ; and even the smallest bit of audience research would tell you that Queenslanders identify – or want to identify – with the wilder part of the state regardless of their geographic location.
Are you suggesting a better execution would just be flyover shots of Brisbane, SSC, GC with no emotional depth? Or some stock video time lapse of Queen St?
If your first idea was a time lapse of Queen Street Mall and fly overs – then no wonder you ended up with this campaign. Trust me most people don’t relate to goannas in their living room, or cyclones blowing their house down. As an insurer I’m also pretty sure Suncorp don’t want a whole lot of customers who are prone to experiencing that sort of damage either – they are not very profitable. So I’m afraid to say this really has missed the mark on a number of levels.
Yeah naahhhhh
https://www.abc.net.au/news/2014-12-15/mudcrab-break-in-at-brisbane-west-end/5966784
Think you’ll find cane toads as common in the south east today as any other QLD region?
Nice you are sticking up for your work but the NRMA ad, based on exactly the same idea is better.
Isn’t this the same idea as NRMA in Queensland?
I saw a billboard in Brisbane with the Australian Brushturkey on it and you called it a Bush turkey. I spent half my life trying to educate the public on the correct name of our Australian natives and in one foul swoop you bring it undone with your poor research. Not to mention that people in the area are now trying to relocate or harm these poor creatures which is illegal. Not happy Jan!
Please remove the sand crab and replace it with a mud crab or change your wording. You are just making yourselves look ignorant especially to Queenslanders who know the difference.
Hi Marilyn,
I’m not sure what you’re talking about it here. The ad mentions mud crab, not sand crabs, and every iteration of our article also refers to mud crab, not sand crab.
I will admit I don’t know the difference, but I can’t see an error here.
Thanks,
Vivienne – Mumbrella