GIO’s new campaign reassures Aussies that when life throws curveballs, they can count on GIO for ‘Great Insurance, Obviously’.
At a time when Aussies feel more uncertain than ever, the campaign, by Leo, tapped into a simple insight – Australians crave confidence in their insurance. To bring that feeling to life, GIO introduced a symbol of protection – a safety mat – offering a soft landing when life inevitably happens.
At the heart of the idea is a visual twist, the ‘I’ in GIO transforms into the safety mat itself, turning a single letter into a universally recognised symbol of protection and reassurance.
Suncorp Group EGM brand and customer experience Mim Haysom said: “Over the past century, GIO has built a reputation as an iconic NSW brand, trusted and reliable for our customers. With Great Insurance, Obviously, we’re giving the brand a fresh, unmistakably GIO feel demonstrating how we meet our customer expectations with clarity and confidence, and connecting in a way that’s more fun and more emotional”.
Tim Woolford, the executive creative director at Leo Australia, added: “GIO has been around forever, but what it actually means to Aussies was becoming a bit fuzzy. This campaign sets out to change that by positioning GIO as a brand that stands for safety, and for great insurance, obviously. We’ve tried to avoid lofty insurance tropes in favour of a more subversive comedic style. We want Aussies to feel like GIO really is a safety mat for all the ordinary ‘life stuff’ that can suddenly go wrong”.
With media led by OMD, the multi-channel campaign will roll out across TV, out of home, digital and social media.
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: Bryony Nickless
Brand Marketing Lead: Axel Leibovich
Creative agency: Leo Australia and Publicis London
CEO, Leo Australia: Clare Pickens
Chief Creative Officer, Leo Australia: Andy Fergusson
Executive Creative Director, Leo Australia: Tim Woolford
Creative Director, Publicis London: Tom Dixon
Associate Creative Director, Leo Australia: Adam Fraser
Senior Copywriter, Leo Australia: Nick Timms
Senior Art Director, Leo Australia: Tim Yates
Chief Strategy Officer, Leo Australia: Catherine King
Group Strategy Director, Leo Australia: Mitch Hunter
Client Partner, Leo Australia: Amanda Wheeler
Group Account Director, Leo Australia: Alex Barkworth
Senior Account Manager, Leo Australia: Ali Jeffrey
Production:
Publicis Production
Executive Producer, Integrated: Justine Dooner
Senior Integrated Producer: Anastasia Nielsen
Good Oil Films
EP: Juliet Bishop
Director: Torstein Bjorklund
Producer: Tracey-Lee Permall
DOP: Sean Ryan
Production Designer: Annie Beauchamp
Key Visual Production: Prodigious
Post-Production: Arc
Post-Producer: Sally Quade
Offline Editor: Lucas Baynes
VFX: Fin Design + Effects
VFX Supervisor: Mikey Brown
CG Supervisor: Ryan Maddox
Executive Producer: Emily Newbould
Colourist: Matt Fezz
Sound House: Rumble Studios
Sound Designer: Tone Aston
Producer: Kiara Watson
Sound EP: Michael Gie
Director: Torstein Bjorklund
Media agency: OMD
Head of Business Strategy: Paul Baker
Account Director: Will Thornton
Senior Account Manager: Liam Webster
Account Executive: Andrew Tong
