Suncorp Group’s APIA launches first campaign with new creative agency Leo Burnett

Suncorp Group’s APIA has launched its first brand campaign from new creative agency of record Leo Burnett.

Leo Burnett won the account in December 2018 after APIA put the account out to pitch four months prior, ending its relationship with DDB Melbourne.

The new campaign, titled ‘Get set. Go’, shows over 50s the array of possibilities available from APIA’s range of insurance products.

Suncorp executive manager of marketing insurance, Mark Behr said the over 50s have things  – other than insurance – that they’d like to be thinking about.

“At Apia, we’re renowned as experts in the over 50s life stage. As such, we know our customers like the peace of mind insurance offers, but they’ve got other things they’d rather be thinking about, like living full and interesting lives. That’s why we offer tailored cover, specialist service, advice and tips to help them get set up, so they can go and enjoy the good life,” he said in a statement.

Leo Burnett Australia chief creative officer, Jason Williams, said: “We wanted to create a platform idea that speaks to the unique mindset of the over-50 audience. These customers aren’t slowing down; they’re excited about the next chapter of their lives and want to embrace new possibilities.”

The 60-second brand video is accompanied by a range of 30 and 15-second spots for each insurance product.


Client: Apia
Executive General Manager, Brand & Marketing / CMO: Mim Haysom
Executive Manager, Marketing Insurance: Mark Behr
Marketing Manager: Jo-Anne Tierney
Go to Market Lead: Amanda Wardle
Marketing Specialist: Farwah Ahmed

Creative Agency: Leo Burnett
National Executive Creative Director: Jason Williams
Executive Creative Director: Grant McAloon
Creative team: Marijke Spain & Eric Franken
Chief Client Partner: Madeleine Marsh
Senior Business Director: Bethany Ryan
Project Manager: Angela Pavlak
Director of Integrated Strategy: Ilona Janashvili
Producer: Justine Dooner
Production Company: Rabbit
Post House: Adam Wills Editing
Director: Ant McPhail
Sound and Compositions: Sonar


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