Suncorp’s latest Money with Sunny ad takes dad down the insurance slippery dip
Suncorp has rolled out its latest Money with Sunny ad featuring Sunny taking her father down an amusement park slide to promote its life cover product.
The latest campaign is part of the Money with Sunny series launched in April. In the new ad, Sunny asks her father about his life insurance before leading him down the slippery dip at a local fair.
Previous campaigns have included Sunny promoting the insurer’s growth saver, income protection, home insurance and Apple pay offerings in previous advertisements and a series of ‘truth bombs’ about home ownership.
The Publicis created campaign was launched under former chief marketer, Kristi Woolrych, who left the company after 16 years to join KFC in June.
Woolrych’s departure came a month after former M&C Saatchi GM, Mim Haysom, joined the insurer to lead its brand and marketing team.
Last month Publicis, which had created a bespoke agency to service the Suncorp account in 2017, lost the insurer’s master media account which was won by OMD after a competitive pitch.
This campaign I am sure would have been a success for Suncorp, but not necessarily through the creative (which has no doubt done its job and helped the brand cut through), but through sheer force of the media buy. Its been everywhere. And really nicely integrated through their owned assets too (eg branches and website). All in all a huge organisational commitment and alignment.
The kid makes me want to throw my TV out the window but I reckon this campaign is a win for the brand.
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