When it comes to insurance, do you just think you’re covered – or know you are, asks GIO in it's latest marketing push.
GIO has launched a new brand platform that aims to transform the perception of the insurance brand in a heavily competitive category.
The new campaign, from Leo Burnett Sydney, injects humour into the insurance category and is based off the insight that often Aussies forget what their insurance covers.
GIO brand marketing manager Natalie Choules hopes the campaign creates a point of difference in the highly competitive, commodotised insurance market.
"Together with Leo Burnett we are exceptionally proud to launch our new brand platform designed to empower today’s insurance buyer while driving brand engagement and connections both rationally and emotionally," she says.
Leo Burnett Sydney ECD Grant McAloon adds: “To get people to stop and question their cover we focused on the moments before a potential accident, because that’s when knowing what you’re insured for counts. With a series of light-hearted interactions featuring the witty voice of Shaun Micallef we have played on those gulp-inducing moments of uncertainty and doubt when people wonder if they actually have the right insurance cover.”
The brand launch campaign will be supported by outdoor, digital, social, content and radio.
Credits
Manager, GIO Brand Marketing: Natalie Choules
Marketing Manager, GIO: Bryony Nickless
Marketing Specialist, GIO: Keith Tan
Creative Agency: Leo Burnett
Executive Creative Directors: Grant McAloon and Vince Lagana
Creative Director: Ian Broekhuizen (Art)
Creative Director: Malcolm Caldwell (Copy)
Group Business Director: Belinda Drew
Business Director: Bethany Ryan
Business Manager: Lauren McMahon
Business Executive: Isabella Best
Planning Director: Graham Alvarez
Head of Production: Adrian Jung
Integrated Producer: Cassie Collin
Media Agency: Starcom
Production Company: Curious Film
Director: Scott Vincent
Executive Producer: Matt Noonan
Producer: Matt Reeder
Associate Producer: Kesha Robertson
Post Production: Alt. VFX
Producer: Alison Ingram
Editor: Gabriella Muir, Matt Bennett
Colourist / Online: Caleb De Leon
Music: Song Zu
Audio Producer: Jessica Bonney
Composer: Adrian Sergovich
Sound Designer: Damian Enemark
Voice Over Artist: Shaun Micallef
