Becoming a landlord takes plenty of smart decisions. Choosing the property. Getting the finances right. Finding tenants. But one wrong insurance decision can undo them all. This is the tension at the heart of the new Terri Scheer brand platform ‘Smart Landlords Get It’, developed with Leo Australia.
Bringing that idea to life, the campaign sees unsuspecting landlords interrupted by a gaggle of Terri Scheer insurance specialists who emerge from the furniture to stage an elaborate musical intervention, just as they’re about to make a not-so-smart insurance decision.
The campaign builds on the insight that navigating landlord insurance can be complex, particularly for less experienced investors. Faced with that complexity, landlords often default to general insurance, rather than considering specialist cover designed for the realities of owning an investment property, often leaving blind spots, misaligned coverage, and gaps exposed in a crisis.
“Smart Landlords Get It is about ensuring we continue to connect with the next generation of investors while reinforcing the specialist expertise and trust that have always set Terri Scheer apart,” said Mim Haysom, EGM brand and customer experience, Suncorp Group.
“It gives Terri Scheer a confident, memorable platform that strengthens its authority as a market leader, builds familiarity and enables the brand to engage both new and seasoned landlords across the full customer journey.”
“We liked the contradiction of someone making all the smart decisions required to own an investment property, then potentially coming unstuck on the insurance. So we gave Terri Scheer an unsubtle way to intervene,” added Tim Woolford, executive creative director at Leo Australia.
“The fun came from taking a very simple message and pushing the delivery somewhere completely unexpected, creating a world where Terri Scheer can turn up anywhere, at exactly the moment you need them.”
The integrated campaign will roll out across TV, Online Video, BVOD, Social, Digital Display and Radio.
Credits:
Client: Terri Scheer / Suncorp Group
EGM Brand & Customer Experience: Mim Haysom
Head of Brand & Content: Rapthi Thanapalasingam
Brand Marketing Manager: Bryony Nickless
Brand Marketing Lead: Katiuska Clarke
Content Specialist: Antonia Piao
Creative Agency: Leo Australia
Chief Executive Officer: Clare Pickens
Chief Strategy Officer: Catherine King
Chief Creative Officer: Andy Fergusson
Executive Creative Director: Tim Woolford
Creative Director: Michelle Walsh
Associate Creative Director: James Beswick
Associate Creative Director: Rowan Foxcroft
Art Director (Social): Joey Phillips
Copywriter (Social): Mae Phillips
Senior Designer: Tiffany Wilson
Designer: Geraldine Buzzo
Executive Strategy Director: Mitch Hunter
Strategy Director: Jessica Brackstone
Senior Social Strategist: Daisy Conroy-Botica
Chief Client Partner: Amanda Wheeler
Group Business Director: Alex Barkworth
Senior Business Director: Monique Bedford
Senior Business Manager: Ali Jeffrey
Business Manager: Ben Tunui
National Operations Director: Annabelle Pocock
National Traffic Manager: Karla Dalgairns
Production: Publicis Production
Executive Producer: Justine Dooner
Senior Integrated Producer: Hananha Willers
Integrated Producer: Chelsea Higgs
Production Company: Sweetshop
Director: Trevor Clarence
Co-Managing Director: Greg Fyson
Co-Managing Director: Edward Pontifex
Executive Producer: Kate Roydhouse
Producer: Nicole Crozier
Director of Photography: James L Brown
Post-Production: Prodigious
Videographer: Sam Brown
Junior Producer: Sadie Torma
Production Coordinator: Ethan Bourke
Editor: Anthony AJ Scarcella
Sound Engineer: Damian Waddell
Post-Production: Arc
Executive Producer: Winnie O’Neil
Producer: Sally Quade
Editor: Chris O’Brien
Edit Assistant: James Doust
Music & Sound: Rumble Studios
Executive Producer: Michael Gie
Music Composition: Jeremy Richmond
Sound Engineer: Dexter Cave
Producer: Ariana Sallis
Photography:
Photographer: Milos Mlynarik
Editing: Jon Concinotta and Ben Greenfield (Prodigious)
Media: Open Era (WPP)
Open Era Head of Strategy: Anthony Thomas
Head of Implementation and Activation: Samara Baglin
Head of Connections Planning: Kirsty McMeekin
Connections Planning Director: Sophie Setton
Implementation & Activation Director: Leeanna Vargas-Figueroa
Implementation & Activation Manager: Deepika Bedi
