GIO provides different levels of protection in a new integrated campaign via Leo Burnett, Sydney

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denim.jpgGIO knows that in reality, NSW families are anything but average, and they demonstrate this in their new ‘Levels of Cover’ campaign, via Leo Burnett Sydney.

The campaign communicates how GIO offers different levels of protection because it understands that the home and car insurance needs of real NSW families are anything but average.

TVCs started being rolled out from October 2013 into 2014, as part of a fully integrated campaign spanning TV, radio, outdoor and online, with a participation element for consumers following next year.

An important feature of the campaign is that it heroes real NSW families as talent, going about their daily lives, either at home or on the road. The lead TVCs and radio spots build to the line: “We know your family is anything but average”

.

Says Chris Wilton, executive manager, marketing, GIO Insurance: “There is no such thing as an ‘average’ family when it comes to insurance. By showing some of the multitude of ways the needs and lives of real, everyday families differ from the so-called ‘average’, GIO is able to highlight the relevance of its different features and levels of cover when it comes to protecting real people. What better way to do this than through telling the true stories of real people and their families.”

Says Andy DiLallo, chief creative officer of Leo Burnett Sydney: “The idea came from research GIO carried out, reinforcing that personal relevance is really important for insurance customers. People are not average. We know that they’re not average and that’s why GIO offers different levels of cover. The conceptual idea is all around facts and figures. But unlike many insurance companies, GIO are looking at the real people behind the numbers and how they can best meet each individual’s

needs.”

Client: GIO

Michelle Vanzella – Head of Customer, Brand & Marketing – Suncorp Group Personal Insurance

Chris Wilton – Executive Manager, Marketing – GIO

Kate Barlow – Brand Manager – GIO

Agency: Leo Burnett Sydney

Chief Creative Officer – Andy DiLallo

Creative Directors – Pim Van Nunen and Scott Huebscher

Art Director – JJ Winlove

Copywriter – Gary Williams

Agency TV Producer – Bill Doig

Agency Print Producer – Michelle Browne and Jeremy De Villiers

Group Business Director – Suzie Baker

Senior Business Director – Tanya Vragalis

Production Company: Exit Films

Director – Mark Molloy

Producer – Alice Grant

Editing: The Butchery

Post: Method Studios

Sound Design: Song Zu