CGU Insurance launches new sponsorship campaign with Tropfest via Cummins&Partners

CGU Insurance has launched its latest brand campaign via Cummins&Partners, celebrating its support of the iconic short film festival Tropfest, and the small businesses associated with the event.

As an insurer, CGU Insurance plays an important role in helping Australian small businesses, who are the backbone of our local communities, succeed. CGU’s partnership with Tropfest is a great demonstration of this.

VIEW THE 30 SEC SPOT

VIEW THE 15 SEC SPOT

VIEW THE CONTENT FILM

In December 2015, CGU Insurance announced it would extend a financial lifeline to the world’s largest short film festival Tropfest, following its shock cancellation the month earlier due to financial challenges. The announcement of the partnership, made at a press conference in Centennial Park, generated mass public support and significant media coverage for the resurrection of the iconic cultural event.

Thanks to CGU’s support, tens of thousands of attendees flocked to Centennial Park on Sunday 14 February 2016 to see Tropfest make its triumphant comeback.

Developed with Cummins&Partners, the new campaign will tell the story of how CGU Insurance enabled Tropfest and its small business partners to see it through in the face of adversity.

The first 30″ TVC features Tropfest founder, John Polson, sharing his perspective on what the return of Tropfest meant to him and the businesses involved.

It also follows the successful stories of CGU seeing it through for Tasmanian Oyster Farmer Max, and for David Sonter, whose nursery was destroyed in the 2013 Blue Mountains bushfires.

The campaign went live last night (Sunday 10 April) across TV, outdoor and online platforms, with the content series appearing across CGU’s social platforms.

Says Julia Nelson, manager brand, sponsorship and events, Australian business division, IAG:

“When Tropfest was cancelled, we saw an opportunity to make a real difference to the future of the event for all the small businesses involved, as well as the public.

“CGU Insurance has a long history of helping small businesses see it through, and our partnership with Tropfest has enabled us to connect our brand with a younger, more urban audience.

“Our new creative campaign is the culmination of our journey bringing Tropfest back to life, from the initial announcement through to the triumphant return of the event.

“We have been overwhelmed by the incredible response to the return of Tropfest and are excited to share the story of our partnership with a wider audience through our new TVC and content series.”

Says Tom Ward, managing director, Cummins&Partners: “When we heard the news that Tropfest was going to be cancelled, we instinctively knew that CGU had to be involved.

“As a brand that stands for seeing it through for small businesses, this was the perfect opportunity for CGU to partner up with the Tropfest team and put their brand purpose into practice.

“After the idea was initially floated, within 24 hours all parties immediately sprang into action. It was an incredible collaboration and we’re delighted with the result.”

CGU Insurance:

Engineer – Dylan Stephen