When it comes to insurance, do you just think you’re covered – or know you are?
It’s an innocent enough question that serves as the foundation for GIO’s new brand platform created by Leo Burnett Sydney.
Launched yesterday, the ‘You Know with GIO’ brand positioning, supported by a fully integrated campaign which spans personal and business insurance, was developed after extensive research with consumers.
This research revealed that while there are some Aussies who are okay to ‘set and forget’ their insurance, there are many more who don’t just want to think they’re covered for the things that matter to them most.
They want to know they are. It’s this information, and feeling, that gives them a measure of certainty in an otherwise uncertain world.
Natalie Choules, brand marketing manager at GIO, said: “We had a vision to completely transform the perception of the GIO brand and create a real point of difference in the highly competitive, commoditised insurance market.
“Together with Leo Burnett, we are exceptionally proud to launch our new brand platform designed to empower today’s insurance buyer, while driving brand engagement and connections both rationally and emotionally.”
Leo Burnett Sydney executive creative director Grant McAloon said: “To get people to stop and question their cover, we focused on the moments before a potential accident, because that’s when knowing what you’re insured for counts.
“With a series of light-hearted interactions featuring the witty voice of Shaun Micallef, we have played on those gulp-inducing moments of uncertainty and doubt when people wonder if they actually have the right insurance cover.”
The brand launch campaign will be supported by outdoor, digital, social, content and radio elements.
Campaign material will also be utilised across every customer touchpoint, including contact centres, stores and agents.
Brand marketing manager: Natalie Choules
Marketing manager: Bryony Nickless
Marketing specialist: Keith Tan
Creative agency: Leo Burnett Sydney
Executive creative directors: Grant McAloon and Vince Lagana
Creative directors: Ian Broekhuizen (art) and Malcolm Caldwell (Copy)
Group business director: Belinda Drew
Business director: Bethany Ryan
Business manager: Lauren McMahon
Business executive: Isabella Best
Planning director: Graham Alvarez
Head of production: Adrian Jung
Integrated producer: Cassie Collin
Media agency: Starcom
Production company: Curious Film
Director: Scott Vincent
Executive producer: Matt Noonan
Producer: Matt Reeder
Associate producer: Kesha Robertson
Producer: Alison Ingram
Editors: Gabriella Muir and Matt Bennett
Colourist/online: Caleb De Leon
Music: Song Zu
Audio producer: Jessica Bonney
Composer: Adrian Sergovich
Sound designer: Damian Enemark