GIO Unveils New Brand Positioning With The Help Of Leo Burnett Sydney

GIO Unveils New Brand Positioning With The Help Of Leo Burnett Sydney
SHARE
THIS



When it comes to insurance, do you just think you’re covered – or know you are?

It’s an innocent enough question that serves as the foundation for GIO’s new brand platform created by Leo Burnett Sydney.

Launched yesterday, the ‘You Know with GIO’ brand positioning, supported by a fully integrated campaign which spans personal and business insurance, was developed after extensive research with consumers.

This research revealed that while there are some Aussies who are okay to ‘set and forget’ their insurance, there are many more who don’t just want to think they’re covered for the things that matter to them most.

They want to know they are. It’s this information, and feeling, that gives them a measure of certainty in an otherwise uncertain world.

Natalie Choules, brand marketing manager at GIO, said: “We had a vision to completely transform the perception of the GIO brand and create a real point of difference in the highly competitive, commoditised 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.”

Leo Burnett Sydney executive creative director Grant McAloon said: “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 elements.

Campaign material will also be utilised across every customer touchpoint, including contact centres, stores and agents.

CREDITS

Client: GIO

Brand marketing manager: Natalie Choules

Marketing manager: Bryony Nickless

Marketing specialist: Keith Tan

Creative agency: Leo Burnett Sydney

Executive creative directors: Grant McAloon and Vince Lagana

Creative directors: Ian Broekhuizen (art) and 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

Editors: Gabriella Muir and 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

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.