Suncorp Insurance ties up with US tech firm Trov to promote ‘stuffies, not selfies’

Suncorp Insurance is seeking to tap into a younger market and encourage them to insure their possessions after partnering with US technology firm Trov for an integrated marketing campaign.

The eight week TV, out of home and digital campaign will see Suncorp urge customers to download an app called Trov which can be used to store photos and information about things they own.

The light-hearted messaging behind the crusade, created by GPY&R, is to say ‘no to selfies and yes to stuffies’.

“Everyone has had enough of selfies, it’s time for the stuffie,” said GPY&R creative director Andrew Thompson. “Stuffies are photos of your stuff that help you remember it, track the value of it and eventually help you claim your stuff if you ever lose it.”

Suncorp Insurance brand manager Natalie Choules said the idea, which signals the Australian launch of Trov, originated from the Queensland floods in 2011 when many people were “caught out” and could not recall all the possessions they lost.

The app will prevent that happening and provide a full record of possessions, she said.

It will also be used to remind people of the importance of buying insurance, something the younger generation in particular are reluctant to do.

“It’s a fun campaign but with a serious message,” Choules said. “Everyone backs up their photos and data and we are encouraging people to back up their assets.

“We’re aiming at a younger audience as lots of millennials buy high value portable items and don’t often insure them.”

Choules said the app has been downloaded 14,000 times in Australia since the campaign launched with Trov now in the top 1o of downloaded apps in then finance sector.

Steve Jones


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