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.
Credits
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
Empowering to = Empowering over 50s to embrace new possibilities
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Your current advertising with a large RED crab in the pool area is not so funny.. Obviously someone at Suncorp has a very big pot to precook such a large crab in preparation for the ad. Crabs fresh from the ocean are not usually red as most fishermen will tell you.
Some from overseas might be however they are not very large.
Hopefully your insurance is better than your ads.
There is also another idiot one where the radiator gushes out water into the fellows face. Won’t happen when the radiator is cold only under pressure when the water is boiling hot from a long running engine. That ad idiot should have had his face well and truly cooked crab red. So much rubbish in ads now a days.
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