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’.
This latest campaign was created by Leo Burnett Sydney. In 2017 Publicis, Leo Burnett’s holding company, created a bespoke agency to service the Suncorp account.
Suncorp EGM of brand and marketing, Mim Haysom, said in a statement: “As a brand and business born and bred in Queensland, Suncorp really knows and understands the unique and rather unusual insurance situations our customers encounter in our home state. Whether it’s big events like storms or those everyday quintessential Queensland claims, we’re definitely in the position to reassure our customers that we’ve got Queensland covered.”
Leo Burnett executive creative director, Grant McAloon, said: “Queensland is an awesome place to live. Beautiful beaches, a laid back lifestyle and the mighty Maroons. But Queenslanders also know that life up North brings with it some unique challenges. As Queenslanders themselves, Suncorp gets it. They’ve seen it all — with some truly bizarre claims from their long heritage in the Queensland market. We were able to bring to life some fun scenes that Queenslanders will really relate to, and show how Suncorp helps Queenslanders bounce back.”
The campaign will appear on broadcast television, radio and geo-targeted OOH, programmatic display and social.
Credits:
Client: Suncorp
Chief Marketing Officer / EGM brand & marketing: Mim Haysom
Executive Manager, Marketing Suncorp Bank & Insurance: Potta Findikidis
Manager Marketing, Suncorp Insurance: Travis Hughes
Go to Market Lead: Jade Thomas
Creative Agency: Leo Burnett Sydney
Chief Creative Officer: Jason Williams
Executive Creative Director: Grant McAloon
Senior Art Director: Dave Varney
Chief Client Partner: Madeleine Marsh
Senior Business Director: Anna Viney & Bethany Ryan
Project Director: Erin Stace
Project Manager: Angela Pavlak
Senior Integrated Producer: Michelle Browne
Production Company: Rabbit
Director: Al Morrow
Executive Producers: Lucas Jenner & Alex Hay
Producer: Sarah Nichols
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?
Yeah naahhhhh
https://www.abc.net.au/news/2014-12-15/mudcrab-break-in-at-brisbane-west-end/5966784
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.
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?
Think you’ll find cane toads as common in the south east today as any other QLD region?
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