Queensland insurance challenger Sure Insurance launches with ‘fairness’ campaign via Brother & Co

Doing what’s right, following through and not looking for ways to penalise consumers.

New insurance brand targeting Queenslanders, Sure Insurance, lays out its apparent points of difference from competitors in its launch campaign via Brother & Co.


Brother & Co brand strategist, Melanie Rogers, said the challenge in launching the brand was to speak in simple terms, without patronising its potential client base.

“Consumer behaviour is generally universal in the insurance category, but regional Queensland is different. Our challenge was to develop a brand that spoke simply but didn’t patronise a highly involved and informed market. Our focus groups confirmed that demonstrated brand values and behaviour were as important as product features, which policy holders could value off the top of their head,” she said.

An example of the outdoor execution for Sure Insurance

Sure Insurance was created by former RACQ Insurance CEO Bradley Heath, who said that the company was founded from the insight that customers feel they are being unfairly treated by their insurance company.

“Research shows that customers are frustrated with the current insurance offering, and feel as though they’re being unfairly treated by the insurance industry. This mindset paved the way for us to create a challenger brand with purpose,” Heath said.

The digital billboard execution for Sure Insurance

The campaign will launch in August, targeting consumers in regional Queensland. It will be executed across digital and OOH, and push towards Sure Insurance’s new online platform.

Piet Human, Brother & Co executive creative director, said: “Thanks to our one-team approach, and in-house capabilities, we can ensure the brand’s positioning and creative direction is maintained across all channels and executed at pace. Just what a start-up brand needs.

“To create the Sure Insurance brand and help reduce insurance stress for North Queensland makes this launch even more satisfying. We’re proud to have partnered with Sure from the start of this journey, and look forward to building a strong relationship long into the future.”


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