‘If it’s precious to you, protect it with us’: GIO launches new platform via Ogilvy
Insurance provider GIO has launched a new platform highlighting that belongings don’t have to be expensive, or moments life-changing, to need insuring.
Protect Precious focuses on the deeply personal, sometimes quirky reasons why things are precious and why those meaningful connections deserve quality insurance.
One of the short commercials in the campaign, titled Your Precious Pierre, follows the story of Peter as he relocates from the country to the city.
The ad shows the humble Hatchback Pierre commencing the long-distance drive through long winding countryside roads into the bustling city as the driver embarks on his new adventure.
Suncorp EGM brand and customer experience Mim Haysom said GIO understands how different things can have different importance to customers, and in some instances, things not worth a huge amount of money can still be incredibly precious to people, so they want to protect them.
“As a trusted and quality insurer, we are there to celebrate and protect our customers’ most precious things,” she said.
The campaign airs this week across TV, cinema, BVOD and SVOD, online, social, OOH, radio, digital audio, digital display and 1:1 channels, with product-specific executions for home, motor and SME insurance.
Ogilvy Australia ECD Hilary Badger added: “We all have things we feel are worthy of protecting. That’s a deeply human story to tell. Why do we value our things? What do they mean to us? That is very emotive territory to explore for insurance. And it explains why quality insurance cover matters so much.”
Credits
Client: GIO (Suncorp)
Mim Haysom: CMO/EGM brand and customer experience
Rapthi Thanapalasingam: Head of brand and content
Mark Condon: GIO marketing manager
Bryony Nickless: GIO marketing manager
Creative Agency: Ogilvy Australia
Production Agency: Hogarth
Media Agency: OMD
Production: Revolver
Stills: James Geer
Post-Production: Heckler
Sound and Music: Rumble
Retouching Studio: Studio ADFX
TVC Stills Photographer: Stefan Wellsmore
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