CGU has launched a major brand push with a new campaign and a strapline as it starts the reinvestment in the brand outlined when Cummins&Partners retained the business in November.
The new brand promise, said the firm, was to 'see it through', and that's the name of the campaign, which runs across channels.
The ad stars real Australian business owners that rely on CGU when things don't go to plan. For example, Max Cunningham, proprietor of Marion Bay Oysters in Tasmania. The ads tell Max's story of surviving the devastating January 2013 Dunalley bushfires and the assistance of CGU Insurance to help rebuild his home and, naturally, see it through.
The campaign spans TV, radio, print, CGU’s Collingwood Football Club sponsorship, digital, direct mail and social media.
