At a time when more than two thirds of Australians are feeling confused and concerned about their finances, Suncorp has unveiled a new creative platform focused on making the complex simple.
In a move that expands the brand beyond the sunshine state, Suncorp’s strategic approach is all about helping Australians focus on what they do with their money today to spend and save better.
Launched nationally this week, the new brand positioning starts with the introduction of ‘Sunny’ – a straight-talking 10-year-old girl who personifies the confidence and optimism Suncorp aims to instil in their nine million customers.
Sunny is positioned as a voice of reason when it comes to keeping money matters simple and inspires Australians to spend better, save better and dream bigger.
Suncorp’s executive general manager of brand and marketing, Kristi Woolrych, said the approach was inspired by the fact that adults tend to live in the ‘what if’, while kids live in the ‘what is’ – the now.
“Our research tells us that money is the number one anxiety for many Australians, and they’re lacking confidence and knowledge to take control of their finances,” she said.
“Sunny aims to give Australians simple steps to spend better and save better through insights, support and tools to help them make positive choices about how they approach their finances.
“It’s also about helping customers dream bigger, and for us that means enabling them to chase their goals and protect the things that matter.
“The creative is underpinned by a suite of competitive products as well as our new Suncorp Benefits program that helps our customers save on everyday things that eat into their finances, like groceries and fuel.”
Publicis Groupe managing director Simone Waugh said the campaign has been designed to appeal to the inner-optimism inside all of us.
“We know Australians are overwhelmed by where they want to be in their future and how they’re going to get there, so they do nothing,” she said.
“Finances should be a family conversation and the style of the communication should help this.
“The Sunny campaign leverages Suncorp’s 100-year heritage in being there for customers in the moments that matter most. Sunny marks a new era for the Suncorp brand and will make banking and insurance tasks easier and ultimately make dreams feel more attainable.”
Over the next 12 months, Suncorp with continue to roll out the creative position nationally across its full range of banking, insurance and investment products and services.
The creative will also be activated in Suncorp’s national retail network and embedded in its partnership with Netball Australia.