CGU Insurance Rescues Australia’s Ambition In Brand Relaunch Via The Monkeys

CGU Insurance Rescues Australia’s Ambition In Brand Relaunch Via The Monkeys
B&T Magazine
By B&T Magazine



CGU Insurance has launched ‘ABN Rescue’, an integrated campaign to help ignite the ambitions of small business owners in Australia.

Created by The Monkeys, part of Accenture Interactive, the centrepiece of the campaign is the rescue of a lapsed small business called DOMUTS: donuts for dogs.

DOMUTS the brainchild of a working mum, Thea, and her young son, Marcus, was all-but-dead six months ago. CGU Insurance stepped in to work closely with Thea to help her realise her ambition, providing advice and assistance to get DOMUTS off the ground.

CGU supported Thea’s ambition by gifting DOMUTS with an AFL Grand Final spot, launching DOMUTS on a grand scale during one of the most watched TV events of the year.

Directed by Jeff Low at Rabbit Content, the film tells the story of DOMUTS, showing dogs from everywhere making the pilgrimage to Dogtopia, where DOMUTS blossom. It even has a special message for dogs, embedded in a frequency only they can hear.

Additionally, as the spot features animals, CGU Insurance has pledged .05 per cent of its media spend to support The Lions Share Fund, a United Nations Development Programme (UNDP).

Other campaign elements of the ABN Rescue campaign include content films, influencer engagement, PR and social, along with a dedicated website that houses a custom tool that lets people explore the business trends in their area.

As part of the wider out of home component of the campaign, special-built ‘Ambition Wanted’ installations have also transformed empty shopfronts around Sydney into visions of ‘what-could-be’. Projections of potential businesses transformed these forgotten spaces, inspiring locals and bringing life back to dwindling retail strips.

CGU Insurance marketing director Sally Kiernan said: “As a long-standing champion of ambitious Australian small businesses, we are looking to inspire Australians with an idea to follow their ambition.

“CGU insures and protects the goals of Australian small business owners. That’s why we’re helping Thea make her ambitious idea a reality. DOMUTS has faced its hurdles but we believed that with a little support from the right people, we could get the DOMUTS business back on track. Through sharing Thea’s story, we hope to inspire many more people to revisit their own business ambitions and give it their best shot.”

The Monkeys ECD Vince Lagana said: “With so many ABNs dying every year, we knew Australians were losing their ambition. This inspired ‘ABN Rescue’ – a campaign dedicated to getting Aussies everywhere to reignite their small business dreams. We shone a light on one of those small businesses, DOMUTS, to inspire the rest of Australia. After all, we know everyone loves dogs. And who doesn’t love donuts?”

Campaign Credits

Client: CGU Insurance

Chief Marketing Officer: Brent Smart

Marketing Director: Sally Kiernan

Content & Digital Director:  Zara Curtis

Content Creative Lead: Simeon Bartholomew

Creative Lead: Cath Bosson

Digital Lead: Cath Carrington

Creative Specialist:  Mark Pearson

Creative Agency: The Monkeys, Part of Accenture Interactive

Group CCO/Co-Founder: Scott Nowell

CCO: Scott Nowell

Executive Creative Director: Vince Lagana

Creative Director: Jay Morgan

Creative Team: Danny Pattison, Barnaby Packham, Michael Canning.

Business Strategy Director: Hugh Munro

Planner: Henry Bilson

Digital strategist: Tim Smith

Digital producer: Tamara Wohl

Lead digital designer: Eva Godeny

Digital Designers: Lauren Elliot, Laura Ives

Designer: Mel Watson

Group Content Director: Katie Wong-Hee

Senior Content Manager: Fizzy Keeble

Content Manager: Sophie Finckh

Agency Producers: Simone O’Connor, Katie Bassett

Earned Media & Influencer Agency: Thinkerbell

Earned Media Strategy: Cath King

Influencer Engagement: Georgie Cavanagh

Production DOMUTS TVC: Rabbit

Director: Jeff Low

Editor: Adam Wills

Post: Blackbird

Production Shopfront: Scoundrel

Post: The Editors




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