Anything but average

Anything but average

The average NSW car is white, it has seen 1.4 first kisses and gets cleaned every 3.1 weeks? Do these stats ring true to you?

The reality beyond ‘averages’ is the focus of GIO’s new campaign ‘Levels of Cover’ created by Leo Burnett.

The campaign aims to communicate how the brand knows there are many families that fall well outside average.

Chris Wilton, executive manager marketing GIO Insurance, said: "There is no such thing as an ‘average’ family when it comes to insurance. By showing some of the multitude of ways the needs and lives of real, everyday families differ from the so-called ‘average’, GIO is able to highlight the relevance of its different features and levels of cover when it comes to protecting real people. What better way to do this than through telling the true stories of real people and their families.”

The TVCs started being rolled out in October and will continue into 2014, as part of a fully integrated campaign including radio, outdoor and online. A participation element for consumers will come next year.

Andy DiLallo, chief creative officer of Leo Burnett Sydney, added: "The idea came from research GIO carried out, reinforcing that personal relevance is really important for insurance customers. People are not average. We know that they're not average and that's why GIO offers different levels of cover. The conceptual idea is all around facts and figures. But unlike many insurance companies, GIO are looking at the real people behind the numbers and how they can best meet each individual’s needs.”

CREDITS: CLIENT: GIO AGENCY: Leo Burnett Sydney Chief Creative Officer: Andy DiLallo Creative Directors: Pim Van Nunen and Scott Huebscher Art Director: JJ Winlove Copywriter: Gary Williams Agency TV Producer: Bill Doig Agency Print Producer: Michelle Browne and Jeremy De Villiers Group Business Director: Suzie Baker Senior Business Director: Tanya Vragalis Production Company: Exit Films Director: Mark Molloy Producer: Alice Grant Editing: The Butchery Post: Method Studios Sound Design: Song Zu

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