Campaign: Cummins&Partners ‘See It Through’ for CGU
Insurance company CGU and creative agency Cummins&Partners have teamed up to provide the next instalment in the ‘See It Through’ brand story.
Following the campaign launch earlier this year, CGU have built upon the brand platform by once again scouring their customer database to select a small business that epitomised ‘See It Through’.
Nursery owner, David Sonter, was chosen for his determination to succeed, having rebuilt a business completely destroyed last October by the Blue Mountains bushfires.
Having successfully surprised small business owner, Max Cunningham, earlier in the year, the bar needed to be raised. So teaming with production partner, Will O’Rourke, Cummins&Partners embarked on an ambitious way to let David Sonter see his success for himself: make him the surprise guest of honour at a community breakfast and then screen his story, live across Australia, on Channel Seven’s Sunrise in front of his family and friends.
The campaign is centred around a moving content piece that takes the viewer through the last year for Sonter’s Nursery as told by David, his family and colleagues. All through-the-line communications have been made with the intent to drive action and participation, directing viewers online to the long form content.
The idea’s multichannel approach sees content being conveyed via TV, radio, print, digital, social, search and direct marketing.
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