GIO and Powered by Nine team up on ‘trust’ campaign with new TVC via Starcom Australia

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image.jpgGIO, Starcom Australia, and Powered by Nine have joined forces in a major content campaign which reinforces GIOs position as a trusted expert.

The campaign is a first for the insurance category and is part of an integrated campaign platform, partnering with Nine News.

Starcom brought GIO together with Powered to create a cross-platform campaign which includes a series of news-style TVCs featuring real news footage and information delivered by a GIO expert on storm preparation, home fire prevention, bush fire preparation, safe driving tips, home security and holiday driver safety.

The campaign supports a wider GIO brand campaign and is fronted by Matt Smith, a real GIO staff member bringing a credible feel to the TVCs.

Says Peter Williams, GIO’s executive manager of marketing: “Using a real GIO expert was critical to the integrity of the content and our trust positioning. The campaign demonstrates GIO in action – how we actively come through for customers as well as helping people prepare and minimise risk.”

The TVCs drive to a GIO content hub, linking the audience to real-time Nine News weather alerts, video content and tips on how to prepare and stay safe.

Says Simon Watson, Starcom: “Partnering with Nine and aligning GIO to such a trusted news source was a key ingredient in the strategy to reinforce GIO’s trust platform.”

Says Michael Branagh, Powered by Nine: “It’s exciting for us because we built and produced the campaign across multiple platforms completely from scratch. We hope that it becomes an asset for GIO into the future.”