‘We used to whisper, now we roar’: Suncorp issues rallying cry for young women
Suncorp is attempting to capitalise on the momentum behind young women in sport, with a campaign which shows young girls building each other up, chanting about success and respect.
The rallying cry from the young women as they surround an aspiring netballer builds as they declare “We used to whisper, now we roar”.
The campaign by Leo Burnett concludes with ‘Let’s build a nation of confident girls’, and implores people to change the score
The 60-second TVC also features the statistic that by the age of 17, 46% of girls stop playing sport. Suncorp said its goal is to encourage a new generation of girls to gain confidence through sport.
Jess Lilley, creative director at Leo Burnett, said in a statement: “When we saw the stats we knew we needed an impactful campaign that could make a difference. We wanted it to be led by the voices of girls themselves, supported by fearless and visionary women who champion change.”
The ‘Team Girls’ campaign comes in partnership with Suncorp’s sponsorship of Australia’s Super Netball League, which began in 2016. The latest iteration expands upon 2018’s #TeamGirls ad which featured Suncorp’s marketing ambassador Sunny.
The chant debuted on Sunday in a televised performance by the 38 girls during the half-time break of the Melbourne Vixens versus NSW Swifts game.
Ahead of its launch, Suncorp’s chief marketing officer, Mim Haysom, spoke to Mumbrella about the campaign.
So, talk me through the ad, can you explain what Team Girls is?
The new Team Girls chant builds on the success of our Team Girls platform and partnership with Netball Australia. It’s an energetic, positive piece which represents the power of team sport and friendship. When we originally launched Team Girls in 2017, we worked with Netball Australia, ReachOut and independent researchers and industry experts, to identify how we can use our partnership as an opportunity to promote the benefits of sports participation in building the confidence of young Australians. The platform is designed to promote the positive influence of team sports through raising the profile of netball’s elite players, as well as creating a groundswell at a grassroots level. It also provides parents with tools and resources to help support their teens facing confidence issues.
What is the strategy? What message is Suncorp trying to convey and who are you targeting?
We know from our research, participation in sport builds confidence, and team sports builds fundamental life skills like leadership and resilience. But concerningly, nearly half of teenage girls are walking away from team sports by the age of 17. We want to encourage younger generations to play sport for longer, and Team Girls puts a positive spotlight on the benefits of sports participation. It heroes girls supporting girls, building up their confidence, and knowing they’re stronger when they stand together – on and off the court.
This is a campaign designed for everyone – young aspiring players who need a push to put their hand up to play, parents who are trying to build their teenager’s self-esteem, and elite sports stars who are wanting to help inspire a younger generation.
What role does this ad play in Suncorp’s wider brand marketing message?
The ad form parts of our Netball Australia partnership and Team Girls platform, and reinforces the values Suncorp represents – confidence, resilience and positivity. We’re excited by this launch, and we hope it helps shift the dial on confidence in Australia.
Brand purpose is a hot topic in the industry at the moment following Nike’s ‘Dream Crazy’ and Gillette’s ‘The best a man can be’ campaigns. What does brand purpose mean to you?
The best brands are driven by their purpose to make a positive difference for their customers. For us, that means helping Australians to reach their financial goals and to feel financially confident and protected. This has underpinned the Team Girls campaign – building confidence now, to benefit later in life.
The campaign will be executed across television and social media.
Credits
Client: Suncorp
Chief Marketing Officer / EGM Brand & Marketing: Mim Haysom
General Manager, Head of Group Brand: Nichole Banks
Executive Manager, Group Brand Properties: Michelle Martinis
Marketing Manager Group Brand Properties: Jenny Hutchinson
Marketing Specialist Group Brand Properties: Morgan Berry
Group Brand Properties Lead Brand and Marketing: Gabrielle Emmett
Creative Agency: Leo Burnett Sydney
Creative Director: Jess Lilley
Creative team: Lucy Logan, Holly Burgess, Stacey Karayannis & Ellie Dunn
Creative Designer: Paula Cardona
Chief Client Partner: Madeleine Marsh
Senior Business Director: Bethany Ryan
Business Executive: Matilda Coy
Senior Strategist: Alexandra Roubine
Project Director: Erin Stace
Project Manager: Cicely Milsom
Senior Integrated Producer: Rene Shalala
Production Company: Prodigious
Director: Claudia Sangiorgi Dalimore
Producer: Olivia Cheung
DOP: Ari Wegner
Editor: The Editors, Leila Gaabi
Music: James Mangohig, Claudia Sangiorgi Dalimore & Caiti Baker
Stills Photographer: Heather Dinas
Media Agency: OMD
Business Director: Phillipa Moig
Account Director: Alex Englis
Partnerships Senior Manager: Nick Hurley
I find the Suncorp advertisement which attempts to foster a “team girls” attitude to be patronising.
Would we see an NRL advertisement advocating “team boys”. Of course you wouldn’t.
We don’t need Suncorp selling what looks like a position that suggests that if girls adopt this “team girls” position then they could almost be as good as men. How patronising. In elite sports that women complete in they are already better than the men.
Perhaps you would be best investing in campaigns that encourage men to catch up with girls in regards to the evolution process.
Thank you for letting me vent. Trouble is that whenever I am presented with the opportunity to express my view about this I take it – which is quite often. But I add that for this reason women should not purchase/invest in Suncorp products.
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