Southern Cross Travel Insurance has launched the integrated campaign, ‘Don’t leave it to chance’. Developed by Quantum Jump Sydney, the campaign is built around the premise that when you travel, chances are you’ll have a great time. But there’s always a chance that something can go wrong.
The campaign coincides with the release of SCTI’s annual Future of Travel report on how Australians and New Zealanders are travelling in a changing world, with cost of living and global events impacting behaviour. The report reveals findings such as the huge 20 per cent drop in Gen Z interest in working overseas, and travellers who now consider the United States top of their ‘less likely to visit’ list.
The creative challenge was to turn real claims data into storytelling that would be engaging for consumers. SCTI 2025 claims data revealed that if Australians do make a claim in Indonesia, there’s a 45 per cent chance it’ll be for gastro. For Aussies heading to New Zealand, 27 per cent of total claims were for journey changes. And a whopping 39 per cent of claims in Japan are skiing-related (for those who had ski cover on their policy).
While the campaign brings chance to life, the consideration layer shows what happens when you don’t leave it to chance—replacing uncertainty with confidence through SCTI’s points of difference, including real care from real people, a quick and easy quote process and Canstar-awarded value.
The campaign leverages dice as a central executional device to dramatise ‘chance’, illustrated with the things that can go right or wrong on holiday, which is a highly distinctive visual approach within the travel insurance category.
“At SCTI we have a deep understanding of how Australians and New Zealanders travel. With data to show what goes wrong when they don’t protect themselves, we hope the campaign will help to move travel insurance from overlooked to essential, as well as demonstrating the care and comfort we provide our customers when they really need us,” said Jess Strange, chief customer officer at SCTI.
“Even when facing economic pressures, Australians and New Zealanders continue to find ways to explore – albeit closer to home in uncertain times. ‘Don’t leave it to chance’ is highly relevant at a time when “she’ll be right” just doesn’t cut it when it comes to travel insurance,” added Rachel Wintle, GM Australia at Quantum Jump.
‘Don’t leave it to chance’ runs across social, digital, radio and OOH, including contextually relevant airport placements, with the object of dice naturally providing campaign extension opportunities.
Credits:
Client: Southern Cross Travel Insurance
Creative Agency: Quantum Jump Sydney
Media: This is Flow
Future of Travel Report: Sedgwick Communications
