Following the launch of the new brand platform ‘Great Insurance, Obviously’, GIO and Leo Australia have brought the red safety mat into the real world through a series of hyper-contextual outdoor installations, designed around the environments they inhabit.
Building on the platform’s central idea, the campaign places the safety mat (replacing the ‘I’ in GIO) into situations where things can unexpectedly go wrong, demonstrating how GIO helps Australians when life happens.
The campaign features three bespoke outdoor installations: a fallen power pole crashing onto a house, a nose-to-tail collision, and would-be thieves scaling an apartment block. Seamlessly integrated into their surroundings, each execution blurs the line between billboard and environment, creating a larger-than-life demonstration of GIO’s protection.
“We wanted to take our Great Insurance Obviously platform into the real world to have some fun with these installations, placing our red safety mat into everyday situations where things can unexpectedly go wrong and bringing our promise of protection to life in a way that’s relevant, memorable and unmistakably GIO,” said Mim Haysom, EGM brand and customer experience, Suncorp Group.
“We launched ‘Great Insurance, Obviously’ with the intent to create a distinctive long-term brand platform, and position GIO as the safety mat for life’s mishaps. These billboards are a continuation of that mission, showing that storms, fender benders, and ladder-climbing thieves are no match for the service GIO offers,” added Tim Woolford, ECD at Leo Australia.
With media by WPP Media OpenEra, the campaign is rolling out across three locations in Sydney through the rest of September.
Credits:
Client: GIO / Suncorp Group
EGM Brand & Customer Experience: Mim Haysom
Head of Brand & Content: Rapthi Thanapalasingam
Brand Marketing Manager: Mark Condon
Brand Marketing Lead: Axel Leibovich
Creative agency: Leo Australia
Executive Creative Director: Tim Woolford
Art Director, Joey Phillips
Copywriter, Mae Phillips
Senior Art Director: Tim Yates
Group Business Director: Alex Barkworth
Business Director: Tash Tollo
Business Manager: Max Reiser
Production: Publicis Production
Senior Integrated Producer: Hananha Willers
Media agency: WPP Media OpenEra
Aaron D’Ortona – Connections Planning Director
Hattie Woodward – Implementation & Activation Director
Peter Nguyen – Implementation & Activation Manager
